Epic Games introduces free games and covers iOS fees to grow its mobile store, challenging Apple and promoting competition under the EU's Digital Markets Act in UK.
Epic Games is making bold moves to grow its mobile game store globally. The company plans to introduce nearly 20 third-party games to its platform on Android and, in the European Union (EU), on iOS.
As part of this initiative, Epic is launching a free games program and offering financial incentives to developers by covering Apple's Core Technology Fee (CTF) for participating iOS developers for one year.
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Epic Games’ free games program aims to attract users and developers alike. The program will kick off with two popular titles, Bloons TD 6 and Dungeon of the Endless: Apogee, offering free games monthly before transitioning to a weekly schedule.
While Epic has encountered some technical setbacks delaying game availability, the company is optimistic about its rollout. Epic CEO Tim Sweeney emphasized the company’s vision for a cross-platform store, where users can access purchased games and digital items seamlessly across devices.
Epic is addressing a major hurdle for developers: Apple’s CTF, a €0.50 fee per app install for third-party stores after surpassing 1 million downloads annually. To ease this burden, Epic will cover these fees for one year for developers participating in the free games program.
This strategy reflects Epic’s broader effort to challenge Apple’s dominance and promote competition in mobile app distribution.
Epic’s initiatives stem from its ongoing conflict with Apple and Google over restrictive policies and fees. The company has engaged in high-profile legal battles, including its 2020 lawsuit against Apple, with varying success.
In the EU, Epic is leaning on the Digital Markets Act (DMA) to push for greater competition and user choice.
Despite its ambitions, Epic’s mobile store has struggled to gain traction, reporting just 29 million installs by the end of 2024 compared to a goal of 100 million.
Epic attributes this shortfall to user hesitance caused by “scare screens” and other barriers. The company remains steadfast, believing robust enforcement of the DMA could transform the market landscape.
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Epic Games’ approach signals a significant shift in how mobile gaming platforms operate. By covering iOS fees and promoting free games, Epic is directly addressing the pain points developers face when navigating Apple’s restrictive ecosystem. However, the company’s success hinges on regulatory actions like the enforcement of the DMA and its ability to overcome entrenched user behaviors and platform loyalty.
Epic’s fight may redefine app store competition, potentially setting a precedent for other tech companies. While the road ahead is challenging, Epic’s bold moves may ultimately pave the way for a more open and competitive mobile app market.
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