The Epic Games Store has been making waves by returning to iPhones in Europe and Android devices worldwide. Despite the broad availability, downloading Epic Games on both iOS and Android platforms remains a challenge due to resistance from Apple and Google.
Access is currently limited to the Epic Games store in the EU for iOS users, and globally for Android users. Both Apple and Google are keen on maintaining control over their app stores, which makes the download process cumbersome.
This resistance highlights a broader struggle in the $180 billion video game market, with nearly half of the revenue stemming from mobile gaming.
Apple’s Stance and the Digital Markets Act
Apple, defending its platform, argues that it’s within its rights to regulate its ecosystem. An Apple spokesperson recently clarified to Bloomberg that, at least in Europe, the process involves only five steps, not fifteen. The tension between Epic Games and the app store giants is part of a larger narrative, with the Digital Markets Act in Europe pushing for change.
This legislation views Apple and Google as gatekeepers, requiring them to adjust their policies. While this is a significant development in Europe, the implications are yet to be fully realized in the United States.
The Future of Epic Games in the U.S. Market
It took nearly four years for these changes to take shape in the EU. Experts predict that a similar shift in the U.S. market could take three to five years unless a decisive ruling comes from the Supreme Court.
Currently, Apple enjoys substantial revenue from its app store, with about 60-70% of it coming from the gaming sector. Epic Games, aiming for 100 million downloads within a specific timeframe, sees a significant opportunity in this challenge.
Epic Games’ Strategic Moves
Epic Games’ ambition is clear: increase their market share and profitability. They plan to achieve this through their presence on Android globally and subsequently on iOS. As a private company owning popular titles like Fortnite, Rocket League, and Fall Guys, Epic Games is leveraging mobile gaming to boost its margins.
They’ve even launched a user-generated content platform, UEFA, competing directly with Roblox. The gaming giant is preparing for potential future moves, such as acquisitions or an IPO, demonstrating strategic foresight in a rapidly evolving market.
Fortnite’s Impact and Popularity
Fortnite’s popularity is a testament to Epic Games’ success. Before its removal from the Apple App Store, Fortnite was estimated to contribute nearly 1% of all revenue on the platform.
On consoles like Xbox and PlayStation, Fortnite continues to dominate, with millions of hours of gameplay recorded monthly. This title, along with other evergreen franchises like Call of Duty and Grand Theft Auto, solidifies Fortnite’s status as a mainstay in the gaming industry.
Conclusion
In conclusion, Epic Games is strategically positioning itself to capitalize on the lucrative mobile gaming market. While facing significant challenges from tech giants, their determination to expand and innovate promises a competitive edge in the gaming industry.
