Epic Games has taken a significant leap toward reshaping its presence on mobile devices. A recent partnership with Telefónica, one of the largest telecommunications providers globally, heralds the preinstallation of the Epic Games Store on millions of Android phones. This strategic move aims to boost the accessibility of popular titles like Fortnite and Fall Guys, allowing users to download games directly from their devices without the hassle of sideloading. The deal marks the first time Epic's marketplace app will be bundled with Android devices, effectively broadening their reach across key markets like Spain, the UK, Germany, Mexico, and Spanish-speaking Latin America.
Announced on Epic Games’ official channels, the collaboration with Telefónica emphasizes the companies' commitment to enhancing user experience and digital innovation for gamers worldwide. "With this collaboration with Epic Games, we strengthen our relationship and go one step closer to delivering high-quality, accessible, and innovative digital experiences to our customers," said Lorena Senador-Gómez, Telefónica’s director of partnerships and devices. The partnership signifies more than just the app's presence on new mobile devices; it’s part of Epic's long-standing strategy to challenge the status quo dominated by tech giants like Google.
For Epic Games, the preinstallation of its store on Telefónica devices reflects its persistent endeavor to disrupt existing market dynamics. For years, Epic has been embroiled in legal battles against both Google and Apple, seeking to open their app ecosystems to competition and reduce the obstacles around third-party payment systems. Recently, regulatory movements from entities like the European Union have begun to favor Epic's vision, granting them more leverage against monopolistic practices forced by major tech players.
Michael Modon, Epic’s senior director of growth partnerships, expressed enthusiasm about the partnership, stating, "Thanks to our partnership with Telefónica, players will now be able to access the Epic Games Store and Fortnite directly on their Android devices." This deal is expected to simplify the process for users to download popular games, making them unable to miss out on the digital gaming experience.
Epic's long-held ambitions to preinstall its store and games on mobile platforms have faced hurdles, particularly because of alleged anti-competitive maneuvers by Google. Back as early as 2020, reports surfaced indicating Google had discouraged other Android manufacturers from collaborating with Epic Games. Following substantial legal battles, which culminated recently with findings against Google for maintaining what was perceived as illegal monopoly, the tides are finally shifting.
The deal with Telefónica aligns with Epic’s previous attempts with various manufacturers like Samsung and OnePlus to preinstall the Epic Games Store. Unfortunately for Epic, agreements with these companies often failed due to either pushback from Google or contractual complications. This time, because Telefónica was not one of those affected by such constraints, Epic sees significant potential to expand its market share.
Interestingly, alongside nurturing awareness and accessibility for its games, Epic strategies to leverage Telefónica’s extensive customer base to promote their future projects and developments. With Telefónica’s reach, users can expect more exciting opportunities and promotions across Epic’s catalogue of games as the partnership deepens.
Last August, when Epic originally launched its mobile version of the Epic Games Store, the ambitious vision of having its app preloaded on countless devices seemed tantalizingly close. But partnering with Telefónica now positions Epic to finally achieve widespread visibility among Android users.
Evidently, сreating waves of excitement, Epic utilized its social media platforms to subtly taunt Google during the announcement, noting: "This will enable players to bypass many of Google’s misleading scare screens and get to playing Fortnite faster.” Such remarks underline Epic's disdain for Google's prior practices, and its determination to create alternatives free from their dominance.
By preinstalling the Epic Games Store on Telefónica devices, not only does Epic fortify its place against competitors, but it also enhances the gaming experience for users. This shift could herald new growth avenues for both Epic and Telefónica, as more players engage with their titles. Future expansions of the partnership are eagerly awaited but remain shrouded initially with minimal detail about what those developments might entail.
With the mobile market thriving, this collaboration has the potential to be mutually beneficial as Epic continues exploring ways to maximize its audience base and revenue through direct digital sales—while Telefónica enhances its service offering to subscribers. Given Epic's past financial performance, with revenues reported at $5.63 billion last year, and projections for 2026 closing near $6.21 billion, there’s real potential to see these figures rise. With millions of new users, the possibilities for growth seem limitless.
This partnership signifies more than just a step for Epic; it's part of their larger game plan to challenge and reshape the mobile gaming ecosystem. The excitement brewing around this deal translates to the gaming community eagerly anticipating smoother access to Epic’s beloved titles.