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Epic Games offers free games and covers iOS fees to expand its mobile store, challenging Apple and fostering competition under the EU’s Digital Markets Act.
Epic Games is taking bold steps to expand its mobile game store internationally. The company intends to introduce nearly 20 third-party games to its platform on Android and, within the European Union (EU), on iOS.
As part of this initiative, Epic is launching a complimentary games programme and offering financial incentives to developers by covering Apple’s Core Technology Fee (CTF) for participating iOS developers for a year.
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Epic Games’ free games programme is designed to attract both users and developers. The initiative will commence with two popular titles, Bloons TD 6 and Dungeon of the Endless: Apogee, offering free games on a monthly basis before moving to a weekly schedule.
Although Epic has experienced some technical delays affecting game availability, the company remains positive about its rollout. CEO Tim Sweeney emphasised Epic’s vision for a cross-platform store, allowing users to access purchased games and digital content seamlessly across devices.
Epic is tackling a major challenge for developers: Apple’s CTF, a €0.50 fee per app installation for third-party stores once downloads exceed 1 million annually. To alleviate this, Epic will cover these fees for one year for developers enrolled in the free games programme.
This approach exemplifies Epic’s wider effort to challenge Apple’s dominance and encourage competition in mobile app distribution.
Epic’s initiatives arise from its ongoing disputes with Apple and Google over restrictive policies and fees. The company has been involved in high-profile legal cases, including its 2020 lawsuit against Apple, with mixed outcomes.
In the EU, Epic is leveraging the Digital Markets Act (DMA) to advocate for greater competition and consumer choice.
Despite its ambitions, Epic’s mobile store has struggled to gain momentum, reporting just 29 million installations by the end of 2024 against a target of 100 million.
Epic attributes this shortfall to user reluctance caused by “scare screens” and other barriers. The company remains resolute, believing that robust enforcement of the DMA could reshape the market landscape.
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Epic Games’ strategy represents a notable shift in how mobile gaming platforms operate. By covering iOS fees and promoting complimentary games, Epic is directly addressing developers’ challenges when navigating Apple’s restrictive ecosystem. Nonetheless, the company’s success depends on regulatory measures such as DMA enforcement and its ability to overcome entrenched user habits and platform loyalty.
Epic’s efforts could redefine app store competition, potentially setting a benchmark for other technology firms. While the path ahead is challenging, Epic’s bold initiatives may ultimately pave the way for a more open and competitive mobile app market.
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