After successfully making its way into Android and iOS devices with a combination of new EU regulation and relentless legal activity, Epic Games is still hoping to tempt players away from Google and Apple Storefronts. The Fortnite developer has been operating its digital storefront for PC since 2018, but there are several bumps in the way for its mobile market. While their mobile store arrived without several key features like wish listing, it's generally in a functional state and Epic Games hopes to attract more players by giving free games weekly.
According to Epic Games Store manager Steve Allison, the company will launch the free games program in the fourth quarter of the year alongside the first third-party apps on their platform. The general manager announced there will be plenty of awesome titles for players and it will also help them scale their business quickly.
Epic Games is gearing up to launch its mobile store by this holiday season, with projections to feature 10-50 third-party applications. A key challenge that has resulted in this broad estimate is the company's need to integrate a secure payment solution—a crucial step not only for monetization but also for building trust among its users. Interestingly, this approach mirrors strategies employed by some of the best online casinos, which have long prioritized robust digital payment systems to ensure secure and seamless transactions. For Epic, establishing a reliable payment gateway is essential, yet the timing suggests a last-minute rush, drawing parallels to the fast-paced developments often seen in the online casino industry. This comparison highlights the importance of security and trust in digital commerce, whether for gaming platforms or online gambling sites.
Epic Games is also expected to entice game developers by using a similar self-publishing strategy seen on PC. The leading game publisher will also push for a reduced cut in the earnings from in-app purchases and app sales by 12% compared to Google and Apple. Additionally, Epic will waive it cut for six months if the game developers agree to release their game exclusively on their store for this time period.
The Fortnite developer has struggled to see a return on the investment made in the PC store despite their impressive monetary commitment. Last September, Epic announced they were laying off about 830 workers because the company was spending more than their earnings and admitted their store wasn’t profitable. It's unclear whether this situation has changed, but the company’s CEO Tim Sweeney claimed that Fortnite and their games store have hit new records in success and concurrency early this month. However, he didn’t mention whether there were any financial gains.
Initially, Epic Games announced they would be unveiling a mobile version of the store in February 2024 after Apple confirmed their compliance with EU Digital markets acts that require them to allow sideloading on their devices. These plans came to fruition this August when they launched the EPIC Games Store for Android devices globally and iOS in Europe. However, only first-party games like Fortnite are available.
Since launching their mobile store in August, Epic Games has continued their pursuit of legal action against their competitors, recently targeting Google and Samsung for using an “Auto Blocker” that a player must switch off to install Fortnite or Epic Games mobile store.