Gemly is a new online game storefront from Dying Light dev Techland

A year after declaring itself a global publisher, Polish game company Techland has branched into the digital distribution business by launching Gemly, a new online storefront that sells games from both Techland and select dev/publisher partners.

It's interesting to see a longstanding game studio (Techland was founded in 1991) move into the online game store space, which is already crowded with competitors like Steam, Gog, the Humble Store, and many more. 

Gemly appears to be built on their shoulders, as most (if not all) of the games Techland is selling are delivered to customers in the form of a code to be redeemed on Steam or Gog.

Techland seems to be trying to differentiate itself by offering "exclusive content" for its own games sold on Gemly; it's also intent on selling a "cherry-picked selection" of games from other devs (most notably, those it has publishing deals with) and publishers.