Epic Games Ramps Up Apple, Google Fight With Third-Party Game Titles

Epic Games, the developer and publisher of the popular battle royale game Fortnite, is ramping up its fight against tech giants Apple and Google by expanding its mobile store's offerings to include third-party game titles. The company aims to attract more users and developers to its platform, challenging the dominance of established mobile app stores like the Apple App Store and Google Play Store.



Epic Games Store general manager Steve Allison announced during a roundtable discussion at Unreal Fest 2024 that the mobile store would introduce up to 50 third-party titles by the end of the year. The first confirmed game is Studio Wildcard's Ark: Ultimate Mobile Edition. Additionally, the mobile store will launch a free games program similar to the one on the PC platform, offering selected games for free to drive further adoption of the marketplace.

Epic Games' strategy aligns with its long-term financial sustainability and market positioning by attracting developers and users, building a competitive mobile store, investing in the future, maintaining financial viability, and gaining regulatory support. By covering the Core Technology Fee (CTF) for games in its free games program on iOS, Epic Games is making it more attractive for developers to list their games on its mobile store, potentially increasing its user base and revenue.

However, Epic Games faces several challenges in attracting high-grossing app developers to its mobile store, including Apple's CTF policy and the current market landscape. The company has attributed some of its difficulty in reaching its install target to friction caused by mobile "scare screens," which drive away users from installing the Epic Games Store more than 50 percent of the time. This friction may make it harder for the store to gain traction and attract high-grossing app developers.

In conclusion, Epic Games' expansion of its mobile store to include third-party game titles is a strategic move that aligns with its long-term financial sustainability and market positioning. By covering the CTF for games in its free games program on iOS, the company is making it more attractive for developers to list their games on its platform, potentially increasing its user base and revenue. However, Epic Games faces several challenges in attracting high-grossing app developers to its mobile store, including Apple's CTF policy and the current market landscape. The success of Epic Games' strategy will depend on its ability to overcome these challenges and build a competitive mobile store that appeals to both developers and users.