Epic Games Store finally comes to Android and iOS – amidst caveats and challenges

Epic Games has finally launched its much-anticipated mobile game store on Android (globally) and iOS (in the European Union). This new app store, which features popular titles like Fortnite, Rocket League Sideswipe, and the all-new Fall Guys for Mobile, marks a significant milestone for the gaming giant. However, the launch has not been without its hurdles, both in terms of user experience and financial implications.

The excitement surrounding the launch has been somewhat tempered by the complicated installation process, especially on iOS devices. Trying to install the app store on an iPhone is a multi-step, cumbersome process. “It’s not super easy to install on iOS, and I think it’s comically so,” Upptic Marketing Director Xander Agosta remarks, noting that the process felt “almost maliciously bad.”

The cost of fighting giants

Beyond the technical challenges, Epic’s journey to this point has been incredibly costly. The company has reportedly spent hundreds of millions of dollars in legal battles, and estimates suggest they’ve lost around a billion dollars in revenue due to the prolonged blocking of Fortnite on traditional app stores. Despite these expenses, Epic remains committed to providing an alternative to the dominant app stores, even if it means pulling their non-Fortnite titles from existing platforms in favor of their own.

As part of the rollout, Epic Game Store’s GM, Steve Allison, revealed that they reached out to 150 of the world’s top mobile developers. Unsurprisingly, most expressed concern over Apple’s 50 euro cent per user core technology fee imposed on downloads over a million per year – a cost many found prohibitive, especially when combined with other fees, such as Epic Games’ 12% usage fee. This fee is part of a broader payment structure that Apple has implemented for third-party app stores, which has sparked considerable debate within the industry.

Monopolistic fees stifle industry growth

Tim Sweeney, CEO of Epic Games, has been vocal about the impact of these fees on the broader mobile games market. In a recent press statement, Sweeney criticized Apple’s policies, stating that they suppress the potential of the gaming industry. “No game developers, other than a few companies at the apex of their history, make a 30% profit margin. When Apple and Google take 30% fees off the top, developers have to raise their prices to cover these costs, reducing demand and overall growth in the industry,” Sweeney explained.

The broader implications of this launch are yet to be seen. Upptic CGO Warren Woodward speculated on the potential for this development to set a global precedent, suggesting that the EU’s enforcement of third-party app stores could eventually become the norm worldwide. However, both Warren and Xander acknowledged that companies like Apple and Google would likely continue to defend their market dominance vigorously.

A rising tide lifts all boats

Despite the challenges, Epic remains optimistic. Allison pointed out that competition on platforms like PC has led to significant growth for all players involved, including their competitor, Valve’s Steam. He hypothesized that a similar competitive dynamic could eventually benefit the mobile gaming market as well.

As Epic continues to navigate the complexities of launching a new app store in a market dominated by tech giants, one thing is clear: the company is determined to carve out its own space, no matter the cost. Whether this will lead to a more open and competitive mobile gaming landscape remains to be seen, but for now, Epic’s efforts are undoubtedly making waves.