Dominant platforms like Apple's App Store are often overcrowded and oversaturated, meaning new app developers go unnoticed with their games being pushed to the bottom of the pile. School of Management's Strategy and Entrepreneurship Assistant Professor Joost Rietveld and PhD student Joe Ploog's recent study reveals as a platform becomes increasingly dominant, the platform sponsor’s governance strategies shift from being largely supportive of the wider complement population to becoming more selective and geared toward end users.