A Microsoft study into app development in the UK has revealed that nearly half of companies in this sector are new to the industry.
The platform holder commissioned an independent study into the firms behind the growing apps market, encompassing all software - including video games - developed for smartphones, tablets and home computers.
48 per cent of the studios that took part in the survey claimed their business had only been founded in the past five years.
Microsoft also claimed that the term "developer" is changing when it comes to apps, with many creators not even identifying themselves as developers, instead considering themselves to be hobbyists.
"The ecosystem of UK developers is growing rapidly, with professionals, hobbyists and a new breed of those responsible for commissioning applications bringing their own blend of passion and potential," said Microsoft's general manager for the developer and platform group Anand Krishnan.
"It's a world of opportunity – and harsh new challenges. The days of developing for a single platform, a single form factor, even a single kind of device are over."
The study follows the launch of two Microsoft initiatives: Greenshoots, a programme with Creative England to support gaming start-ups, and the Microsoft Ventures Accelerator, a 12-week programme offering business advice to various new technology firms.
Krishnan told Develop that two of the five companies in the Accelerator programme are games studios.
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