Epic Games is making significant strides to transform its mobile gaming platform with the expansion of the Epic Games Store, which will now feature nearly 20 third-party game titles and the introduction of a free games program. This move not only enhances the variety available to gamers but also positions Epic against established app store giants like Apple and Google, which have faced criticism concerning their marketplace practices.
Since its inception, the Epic Games Store has aimed to provide consumers with access to not only its blockbuster games like Fortnite and Rocket League but also to broaden its offerings by including popular titles from independent developers.
The expansion announcement, made recently, highlights the addition of 20 new games, including titles such as Blade of God X: Orisols, Evoland 2, and LEGO Fortnite: Brick Life. Some of these games are already available, and more are set to launch shortly.
An exciting component of this growth is the free games program, which began with the launch of two complimentary titles: Dungeon of the Endless: Apogee and Bloons TD 6. The free games will change monthly, with plans to shift to weekly offerings later this year. This initiative seeks to draw players back regularly to check for new promotions, mirroring the successful strategy utilized on PC.
Tim Sweeney, CEO of Epic Games, emphasized the company's commitment to supporting developers and surpassing the barriers posed by traditional app store fee structures. "We’re spending more money than we’re making every year because we choose to invest in growth," he stated, reinforcing Epic's strategy to enable its expansion.
The benefits extended to developers include an attractive 88/12 revenue share model on payments made through the Epic Games Store and the elimination of third-party payment fees. This is part of Epic's broader approach to create less friction for game developers, encouraging them to launch on its platform. Critically, Epic aims to alleviate the financial burden placed by Apple’s Core Technology Fee (CTF), which charges developers €0.50 per download after crossing one million downloads on any third-party store.
By pledging to cover this fee for one year, Epic is attempting to lure more developers to its platform. This strategy reflects Sweeney's perspective on the restrictive nature of existing app stores, which he described as "the biggest abuse of market power in modern history."
Despite the optimistic expansion of the Epic Games Store, challenges remain. Although there are now around 29 million users, the goal is to reach 100 million by the end of 2024. The road to this target necessarily involves overcoming hurdles like the lengthy download process, which is reportedly cumbersome—taking 15 steps on iOS and 12 on Android to install the Epic app due to the various requirements imposed by both Apple and Google.
Sweeney noted the difficulties developers face, stating, "Apple and Google are making this really hard," which underlines the uphill battle Epic faces not only for user base growth but also for luring top-tier game developers away from traditional platforms.
The longer-term vision for Epic centers on establishing more direct competition with existing app stores, offering creators and players alike improved conditions. This ambition is underscored by Sweeney's forward-thinking perspective: "Our aim here isn't just to launch a bunch of different stores... but to build a single, cross-platform store."
Epic's battles also extend to the courtrooms, where it has disputed Apple and Google's business practices since 2020. Although recent legal rulings yielded some concessions, like allowing alternative payment methods, the path toward broadening the appeal of the Epic Games Store remains complex amid legal entanglements.
Epic's recent announcements signal its determination to not only grow its mobile presence but also challenge industry norms. Sweeney's approach—an insistence on investment even during difficult times—hopes to reshape the mobile gaming market effectively. With free titles luring gamers and the promise of new, exciting games, Epic’s mobile initiative is set to make waves.
Through bold innovations and strategic developer incentives, Epic Games is carving out its niche within the competitive digital frontier. The evolution of the Epic Games Store offers both gamers and developers new opportunities, hinting at significant changes in the mobile gaming marketplace.