Complementors are independent firms or people whose products add value to another company’s offer. App developers, game studios and accessory makers are typical. They usually sell to the same customers, often with no contract with the platform they build for.
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Key factors
- How easily they can be replaced. A complementor whose product few others can match gains bargaining power. One that many rivals can copy faces tougher terms and lower prices.
- The threat of the owner entering. When a platform owner might launch its own version, many complementors cut investment in that area before it happens.
- Platform changes. New platform versions retire old interfaces. Complementors must rebuild, and leading developers are more likely to drop out after each major update.
- Crowding. As more complementors join, each competes harder for users’ attention, so newcomers find it harder to be seen.
Examples
Nintendo. Nintendo’s Switch 2 went on sale in June 2025 and sold 3.5 million units in four days, a record for the company. By 30 September 2025 it had sold 10.36 million. Its long-term pull still depends on outside studios. Each new owner widens their market, and their games give owners reasons to keep playing after Nintendo’s own titles.
Roblox. Roblox makes almost none of the games on its platform. Independent creators do, and in 2024 Roblox paid them about $923 million. The more popular their games become, the more players arrive, which draws in more creators. With so many games competing for the same players, Roblox’s charts and recommendations largely decide which creators earn most.
Frequently asked questions
What is the difference between a complementor and a supplier?
A supplier sells inputs to a firm under contract. A complementor sells its own product to the firm’s customers, adding value without being bought by the firm.
Are complementors the same as partners?
Some are, but most aren’t. Partners usually have a negotiated agreement. Many complementors accept a platform’s public terms and start building, with no direct relationship at all.
Why do platforms need complementors?
No single firm can build everything customers want. Complementors fill gaps, try ideas the owner wouldn’t and make the platform more valuable to every user.
How do platforms attract complementors?
With access to a large customer base, good tools, fair fees and predictable rules. Some also pay early developers or share more revenue while the platform is new.
Where does the term complementor come from?
Adam Brandenburger and Barry Nalebuff made it popular in their 1996 book Co-opetition. Their value net put complementors alongside customers, suppliers and competitors as the four groups every firm deals with.