As emerging markets increasingly become a target for developers looking to reach new users, so the platforms those consumers are tapped into are becoming more prominent.
Platforms like Windows Phone, according to Andrea Boetti of mobile payments and direct billing network Fortumo.
Speaking on the second day of Pocket Gamer Connects in Helsinki, Boetti said developers need to "think a little bit forward at what's coming next" rather than merely focusing on ther here and now.
"It may surprise you, but there are many countries – to be precise, 24 countries worldwide – where Windows Phone is selling better than iOS," opened Boetti, citing emerging markets such as Mexico and Saudi Arabia as well as Nokia strongholds like Finland and Poland.
"If you have a cross-platform application, 10 percent of your users might be lost if you're not porting your game to the Windows platform as well," he continued.
For Boetti, much of the negative talk that has surrounded Windows Phone since its launch in later 2010 mirrors the chatter that dragged Android down during its early years.
"In 2009, we were kind of crazy when we launched our first product on Android at a time when the press was asking if Android had already failed," said Boetti.
"In 2014, I believe we have a different view regarding Android. We're seeing the same thing during the last 18 to 24 months with Windows Phone. Between 2012 and 2013, Windows Phone grew by more than 100 percent when Android and iOS did not grow to the same level."
Windows Phone provides stability for developers according to Boetti. Google is increasingly "losing control" of Android with non-official devices and stores growing at an alarming rate.
Google, too, is "dictating the rules of its market" more and more compared to a Microsoft Boetti pitches as being keen to "help developers get spotted and featured in emerging markets".
"Microsoft is very friendly," he concluded, "and if you have an application that's already on iOS and Android, it's very easy to port it to the Windows platform now."