Epic plans to release its Epic Games Store on iOS and Android later in 2024, offering “the same fair terms” as its PC store, including a 12% commission on sales

With plans to launch its own game store on iOS, it's now been announced that the Epic Games Store is coming to Android.

9to5Google 2024-03-21 Ben Schoon

Context & Ripple Effects

Epic’s mobile-store plan followed its stated intention to begin iOS store development after Apple approved its developer account, with the iPhone effort tied to the EU’s DMA framework. The announcement turns that earlier iOS development plan into a broader iOS-and-Android distribution strategy.

The later record shows the plan reached market: Epic launched on iOS in the EU and made the store available on Android globally, initially centered on Epic titles before planned third-party onboarding. That makes the 12% rate a concrete competitive positioning choice rather than only a policy demand.

First-order effects

Epic can pitch developers and game publishers a mobile storefront with the same 12% sales commission it uses on PC, creating an alternative commercial channel for titles distributed through its store.
Players on the supported mobile platforms gain another route to Epic’s catalog; Epic, in turn, must make its store experience compelling enough to convert that availability into recurring use.

Second-order effects

A lower stated commission puts pressure on incumbent mobile distribution economics, especially for developers able to compare the net proceeds and reach of Epic’s channel with existing storefronts.
Third-party onboarding becomes the key test: more publisher participation would improve catalog breadth and user demand, while weak participation would limit the practical impact of the lower take rate.

Third-order effects

The move is part of a shift from mobile app distribution as a platform-controlled channel toward a more contestable store layer where regulation and alternative storefronts can shape take rates.
If alternative stores establish durable catalogs and audiences, mobile game distribution could fragment into competing storefronts; if not, lower fees alone may prove insufficient to overcome incumbent distribution advantages.

The trend: Mobile game distribution is moving toward regulated, multi-store competition in which commission levels and storefront quality become central differentiators.

Discussion

@parkerortolani Parker Ortolani on threads
the irony
@elkmovie@mastodon.social Michael Love on mastodon
That being said, I don't believe Steam charges anything for purchases made outside of their store with Steam Keys, and I believe Epic offers a key system too, so if Epic lets developers distribute Epic Keys on iOS for free, this could actually be a very good deal for developers. …
@elkmovie@mastodon.social Michael Love on mastodon
This is why it's so important we get sideloading for everyone - otherwise it's just swapping one obnoxious tax collector for a different one. https://www.macrumors.com/...
@epicgames @epicgames on x
We're coming to iOS and Android! Same fair terms, available to all developers, on a true multi-platform store - with amazing games for everyone. [image]
@om @om on x
Let's see how soon this happens. Epic as a company isn't a mobile-first company. You just need to see Roblox vs Fortnite to see who is thinking mobile obsessively, and who is just a shit-talker. Reality is more fun (and funny) than any comedy show.
@timsweeneyepic Tim Sweeney on x
@ChanceHMiller @9to5mac Developers are free to use their own payment system for in-app purchases. Paid games are sold using our payment system charging 12%.
@wilson_boi_101 @wilson_boi_101 on x
Ah how the turn tables. They just wanted control over the market, not relief of cuts. They couldn't get enough leeway naturally so they relied upon the governments force to forward their agenda. Sweeney is such a joke
@timsweeneyepic Tim Sweeney on x
@9to5mac @ChanceHMiller Developers are free to choose among Epic's payment service with this 12% fee and their own payment service with no Epic fee. 2019 announcement: https://venturebeat.com/...
@dylanmcd8 @dylanmcd8 on x
aaaand there it is. Their true motive. They didn't wanna do away with royalties, they just wanted to be the one collecting them.
@om @om on x
Also, you have to wonder what was the hold up on Android? I mean, they didn't have to contend with Apple's “bullshit” there? It will be interesting to see how “big a success” this app store is for Epic. Let's wait for a year to find out :)
@chancehmiller Chance Miller on x
@TimSweeneyEpic @9to5mac This is disingenuous. A statement from your company says “Epic Games Store has a 88/12 revenue split for developers who distribute paid-for apps on PC and Mac and that will continue on mobile platforms.” The alternative payment option only applies to in-a…
@uwukko @uwukko on x
LMFAOOOOOOOOOOO
r/Games r on reddit
The Epic Games Store is coming to iOS and Android
@shiraovide Shira Ovide on threads
I have said this before, but apps are becoming the white hot center of global regulation and court cases and it's a mess. I'm here for the mess, and we could see more interesting experiments with app business models/distribution than we have in a decade. https://www.wsj.com/...
@documentingmeta @documentingmeta on threads
By that logic it should be okay to steal from rich people coz it won't affect their bottom line so much It's rent seeking behavior without allowing such big companies to implement their own payments and forcing everyone to go through Apple. How is that so hard to grasp?
@eshumarneedi @eshumarneedi on threads
Microsoft is the world's most valuable company and Facebook (derogatory term for Meta, not the blue app) is No. 7. But sure, explain to me how paying 30 percent hurts your bottom line *so* much.
@florian4gamers Florian Mueller on x
No one filed an amicus brief supporting Epic's Supreme Court appeal, but now there is an impressive group of companies, including two Big Techs, supporting Epic. Enough is enough. The industry has thrown down the gauntlet to Apple, rallying behind Epic. That is a HUGE step 🧵2/2
@florian4gamers Florian Mueller on x
I've now quickly read the Meta-Microsoft-X-Match brief. It's a very good one, but one also must be realistic that the 2021 Epic v. Apple ruling says all sorts of things, some of which Apple now tries to capitalize on. So this will be a major enforcement fight. 🧵1/2
@florian4gamers Florian Mueller on x
The single most important legal question is going to be whether Apple may charge anything when apps link to external purchasing options. If the courts (there will be an appeal) say no, Apple loses many billions. If they say yes, there's a need for a whole rate-setting trial.
@florian4gamers Florian Mueller on x
The Meta-Microsoft-X-Match brief's first item (of various good ones) is “Apple Continues To Prohibit ‘Other Calls to Action’ Informing Consumers about, or Directing Consumers to, Lower-Cost Payment Options” That's something I instantly criticized on @games_fray back in January
r/apple r on reddit
Apple Faces Legal Protest From Meta, Microsoft, X and Match

Chronicles