# Game Changer: Ultra Announces Platform to Revolutionize Gaming Industry
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2018-06-02
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: Former Xbox, Atari, Dell, Unity, Uber, Time Warner
Meta Description: Experience Ultra, the innovative blockchain-powered platform revolutionising the games distribution industry. Empowering developers and players worldwide.
URL: https://financedigest.com/game-changer-ultra-announces-platform-to-revolutionize-gaming-industryhtml

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**Former Xbox, Atari, Dell, Unity, Uber and Time Warner Executives Join Forces to Create Ultra**

_The blockchain-powered platform aims to shake up the games distribution industry by putting the power back into the hands of developers and players_

**Tallinn, Estonia — May 30, 2018 —** [Ultra](http://ultra.io/), the Estonian-based company building a first-class PC game publishing platform and marketplace, today announced its platform which aims to put an end to the current distribution monopoly.

“The success of Steam, Google and Apple’s app stores over the last decade means that users have grown to expect and demand the kind of ease-of-use and seamless purchasing experience that these platforms provide. This effectively means that developers are having an increasingly difficult [time selling their software outside of these walled](https://www.financedigest.com/netflixs-gaming-foray-will-cost-time-and-money-wall-st.html "Netflix’s gaming foray will cost time and money – Wall St") gardens, which results in large commission fees and loss of control over their own customers,” said Nicolas Gilot, Co-CEO of Ultra.

“Additionally, as the catalogue of games has grown dramatically in recent years, largely due to the [market leader](https://www.financedigest.com/impact-com-named-a-market-leader-in-research-in-actions-partner-management-automation-report-and-in-g2-winter-reports.html "impact.com Named a Market Leader in Research in Action’s Partner Management Automation Report and in G2 Winter Reports") Steam’s service offering, this oversaturation further inhibits developers from reaching their audiences. Likewise, for gamers themselves, discovering the right game for them has become more difficult because of the sheer quantity of [games available](https://www.financedigest.com/advertys-multi-patented-and-industry-leading-in-game-viewability-technology-brainimpression-now-available-within-oracle-moat.html "Adverty’s Multi-patented and Industry-leading In-game Viewability Technology BrainImpression™ Now Available Within Oracle Moat"). The majority of [gamers with purchasing power aren’t aware of the games](https://www.financedigest.com/gamers-spend-twice-as-long-viewing-intrinsic-in-game-ads-compared-to-other-digital-channels-reveals-new-research-from-lumen-and-anzu.html "Gamers Spend Twice As Long Viewing Intrinsic In-Game Ads Compared To Other Digital Channels, Reveals New Research From Lumen and Anzu") available to them, other than the ones that have been published on Steam,” he continued.

Founded in 2017, Ultra plans to disrupt these monopolistic practices by being fairer to developers, providing [effective marketing](https://www.financedigest.com/the-npwt-suction-pads-market-to-grow-on-an-effective-and-accessible-note-backed-by-innovation.html "The Npwt Suction Pads Market to grow on an effective and accessible note backed by innovation") tools, introducing new revenue streams, and establishing a rich token-based economy. The blockchain-based platform will provide developers with the flexibility of a custom-built platform while bringing exciting innovations and financial incentives to players, making the [development of a new breakthrough game](https://www.financedigest.com/sony-to-buy-mobile-game-developer-in-push-beyond-consoles.html "Sony to buy mobile game developer in push beyond consoles") distribution platform possible.

Whether industry giants, small independents or somewhere in the middle, Ultra provides an ecosystem which [developers can leverage in order to bring their businesses](https://www.financedigest.com/exit-bee-hires-neil-stewart-as-business-development-director-as-its-client-roster-grows.html "Exit Bee hires Neil Stewart as Business Development Director as its client roster grows") to new heights. The Ultra platform will support a variety of game genres, including free-to-play, premium games, eSports and single-player games and will allow developers to earn 21% more on their [sales revenue](https://www.financedigest.com/e-prescribing-market-sales-revenue-to-substantially-surge-in-the-next-ten-years.html "E-Prescribing Market Sales Revenue to Substantially Surge in the Next Ten Years"), providing access to a range of new revenue opportunities for both developers and gamers alike.

Ultra’s use of Smart Contracts also means that developers can now receive an instant payout to recycle back into their own businesses, combating tedious delays typically experienced when [dealing](https://www.financedigest.com/citi-halted-financing-for-trafiguras-nickel-deals-in-october-bloomberg.html "Citi halted financing for Trafigura’s nickel deals in October – Bloomberg") with traditional financial institutions.

Additionally, Ultra’s blockchain foundation works hand-in-hand with its software [streaming technology](https://www.financedigest.com/coca-cola-digital-ad-campaigns-use-seenthis-streaming-technology-to-avoid-excessive-carbon-footprint.html "Coca-Cola Digital Ad Campaigns Use SeenThis Streaming Technology to Avoid Excessive Carbon Footprint"), which is licensed by the video games behemoth EA Games and has reliably served more than 100 million game downloads around the world.

blockchain-based functionalities introduce innovative [business customization](https://www.financedigest.com/why-no-code-beats-custom-software-and-turnkey-solutions-for-business-automation.html "Why no-code beats custom software and turnkey solutions for business automation") capabilities and offer a whole new set of opportunities bound to become the developers’ gold standard. Tokenization also allows [developers and users to benefit from rewards and incentives such as item trading](https://www.financedigest.com/britain-launches-trade-system-for-developing-countries.html "Britain launches trade system for developing countries"), opt-out advertisements, and referral and loyalty programs,” said Michael Dunn, CTO of Ultra and former CTO of Dell and Time Warner. “Through this approach, Ultra offers an alternative platform to publish, play and manage games, putting [control back](https://www.financedigest.com/back-to-basics-for-cost-control-as-the-usual-levers-lose-value.html "Back to basics for cost control as the usual levers lose value") into the hands of developers and players.”

Other executives on the Ultra project include former Asia VP and creator of many pioneering new platforms for Unity Technologies, John Goodale; Director of Strategic Insights at Magic Leap and former [Product Manager](https://www.financedigest.com/geometric-progression-based-on-digitization-to-be-witnessed-by-reproductive-management-products-market.html "Geometric Progression based on Digitization to be witnessed by Reproductive Management Products Market") at Atari, Wallace Poulter; former Head of Content Development and Partnerships at Xbox, Jenna Seiden; former Head of Product at Uber, Chris Saad; and other industry heavyweights.

Players joining the Ultra community can purchase and play games faster — enjoying their newly bought game before their download is even complete. Users also have the opportunity to [earn money](https://www.financedigest.com/how-to-earn-money-selling-sneakers.html "How to earn money selling sneakers") in various ways such as watching advertisements and participating in beta tests, earning Ultra Coins (UTA) in the process. Players can also get access to exclusive content, resell secondhand games, and earn revenue by inviting their friends to play.

For more information, visit [https://ultra.io](https://ultra.io/)


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