Posting this in case it helps someone else.
It’s an old issue, been around since the Unity switch so I assume it’s a known one and it isn’t going away any time soon
I use a launcher for anything and everything on PC. alt+space, enter a few letters and a game/program will pop up
Gems of War is the only game that refuses to launch this way - I have to launch it through Steam or a separate desktop shortcut, which is annoying. If I launch the executable the game will start, do a loading screen, then close, pass over to Steam and then it’s either nothing (if first launch after reboot) or “another instance is already running”.
The internet shortcut style Steam creates isn’t helpful either for it’s not a .lnk nor an executable:
The workaround I found is to launch it as a command line argument to Steam:
steam.exe -applaunch 329110