Epic Games has officially introduced its mobile storefront, enabling players to access Fortnite and Fall Guys on both iOS and Android platforms
Epic Games Store makes its debut on mobile today, marking a significant expansion for the company. The firm, known for Fortnite, has announced its plans to roll out its gaming marketplace on Android globally and on iOS within the European Union, prompted by the recent Digital Markets Act which mandates Apple to allow third-party stores on its mobile platform.
The initial offerings from Epic's mobile catalog will feature three games, beginning with the return of Fortnite to iOS, followed by Rocket League Sideswipe—a spin-off of the popular racing game released in 2021—and the new title, Fall Guys Mobile. This latest addition will support cross-play and cross-progression, creating a seamless experience with its existing versions on PC and consoles.
These titles will also be accessible via the AltStore, an independent mobile app store available on iOS, with plans to expand to Aptoide for iOS and One Store for Android soon after. Furthermore, Epic is in talks with Microsoft about its forthcoming Xbox mobile store, though no agreements have yet been finalized.
During a media briefing this week, Tim Sweeney, CEO of Epic Games, expressed gratitude towards the European Commission for facilitating the passage of the Digital Markets Act, allowing the Epic Games Store's entry onto iOS. He emphasized the Commission's role in ensuring that Apple and Google do not stifle competition.
"The fight's not over until Fortnite is back on iOS everywhere and free of Apple's junk fees and [tech fees],"
Tim Sweeney, Epic Games
Steve Allison, general manager of the Epic Games Store, added that the gaming industry needs this development, highlighting the company's aspirations despite acknowledging a long journey ahead.
Epic has ambitious plans, targeting 100 million new installs across iOS and Android by the end of 2024. Allison believes this goal is feasible if the market conditions are equitable, while recognizing that both Apple and Google have set significant barriers for users.
Customers looking to install the Epic Games Store will find the process more complicated than a simple search on the App Store or Google Play. Instead, users must download the store directly from Epic's website, requiring multiple approval steps—15 for iOS and 12 for Android, according to Epic's measurements. This cumbersome installation process, which includes various confirmations regarding software from an 'unknown source,' presents an obstacle users must navigate.
Allison expressed concern over these design choices intended to discourage users from completing the installation. He pointed out that while Apple and Google simplify their processes, Epic's required approach could deter potential players.
Despite the friction in the installation process, Epic is leveraging its popular titles to motivate users to follow the steps necessary for downloading, aiming to accumulate tens of millions of installs before introducing third-party games.
Epic has provided detailed guides for installing the store on iOS and Android. Although efforts include in-game incentives to foster user engagement, Sweeney noted the significant challenge posed by Google's 'unknown source' warnings, which may deter users despite the game's reputation.
Concerns also arise from Apple’s newly implemented fees for developers utilizing alternative app stores, including a Core Technology Fee that charges €0.50 per install not processed through Apple's App Store.
Recent updates to Apple's fee structure, aimed at compliance with the DMA, have raised alarms for third-party developers, as these changes could discourage them from exploring other marketplaces, trapping them within Apple's ecosystem.
"We have the blessing of some of the biggest games in the world - exactly how Steam on PC built their business,"
Steve Allison, Epic Games
While the Epic Games Store is currently available only on iOS within the EU, Allison anticipates expanding to markets in Japan and the UK next year, with additional regions to follow. Epic plans to maintain its competitive revenue share model of 88-12 for mobile developers and to introduce programs encouraging exclusivity.
As the mobile store aims to find its foothold in a market dominated by traditional app stores, Sweeney remains optimistic about creating a platform that genuinely prioritizes developers' and consumers' interests.
Amid ongoing legal battles with Apple and Google regarding the 30% commission and other practices that Epic argues are anti-competitive, Sweeney reiterated the company's commitment to challenge these tech giants, underscoring their excessive influence over mobile platforms.
Sweeney reflected on the consequences of their legal struggles, indicating that while Epic has potentially lost significant revenue, the broader fight for equitable treatment in the digital marketplace is more critical.
In response to concerns regarding Apple's influence over access to its platforms, Sweeney called for a fundamental shift in how developers interact with these ecosystems, advocating for the removal of Apple’s arbitrary control.
