Epic has found its ideal battleground on mobile, so can it carry the day?

The Epic Games Store is out now on mobile, in a major victory for the developer
But the battle is far from won, and they have a long way to go to prove their success
And will Apple just roll over and let it happen? Not likely

As a seasoned gamer who’s seen the evolution of gaming platforms from arcade to console, PC, and now mobile, I must say that Epic Games’ foray into the mobile gaming market is nothing short of intriguing. It’s a bold move, and one that could potentially shake up the status quo.

The appearance of the Epic Games Store on mobile devices seems to signal the conclusion of a long-standing dispute. Since Epic initially challenged Apple and Google by enabling direct purchases of V-bucks, a heated legal conflict has unfolded, drawing the attention of both the gaming industry and players.

We could go over it in detail, but frankly, that’s a subject for an entire other article.

To put it simply, since the initial events that took place in 2020, there have been significant shifts. For instance, many developers now offer direct in-app purchases of items and currencies. Notably, prominent players such as Supercell are participating in this trend. Moreover, Apple’s long-standing policies are starting to crumble, allowing their main competitors to set up their own app stores on mobile devices, bypassing the previous rules they had strongly objected to.

For Epic Games, this win represents a significant milestone, but their fight is not yet over, especially with the anticipated emergence of a third-party mobile storefront. So, let’s ponder about what lies ahead for them.

Epic Games on mobile

First, a (really) brief primer for those of you unfamiliar. Epic Games decides to let players purchase V-bucks from them directly for Fortnite, bypassing Apple’s 30% transaction fee. Apple (and Google) respond by nixing Fortnite from the app store, kicking off a huge legal battle. Judgements go back and forth, the EU and US regulators take notice, and slowly things begin to change.

Where are we now?

The Epic Games Store, ultimately, now joins other burgeoning alternative app stores on mobile – on Android worldwide and EU-only for iOS. It’s not available directly through the official iOS App Store of course, but has to be sideloaded (another major change in recent years) by the user themselves. But it is available, and Epic have chosen to accompany this launch by bringing their other battle royale
Fall Guys to mobile for the first time
.

Currently, the fight has been successfully concluded, yet the war itself remains unfinished. Epic Games now holds global authority over Android platforms, and within the European Union for iOS. However, they must now demonstrate their worthiness in these esteemed domains, as this is not the initial time Epic has waged a fierce struggle against a dominant service.

Epic v Steam

When Epic last took on a major gaming service it was PC mainstay Steam, with similar arguments levelled against the 30% fee taken from developer sales and the fact that Steam is, and remains, one of if not the most popular storefronts for desktop gaming. To combat them, Epic Games deployed their flagship storefront, with a suite of exclusives and freebies every month.

Despite passing several years, the Epic Games Store hasn’t managed to match the popularity that Steam enjoys. Initially, it faced issues with fundamental features and still lags behind in providing the community interaction that Steam is known for. The Epic Games Store served as a reminder that mere financial investment doesn’t guarantee instant popularity.

But, I don’t think we will see a repeat of this on mobile.

Why mobile is different

The fact is, Apple and Valve are basically an apples to oranges comparison. Valve has managed to keep Steam ahead of any competition by offering a competitive and, I think it’s fair to say, good service for all involved. Apple, meanwhile has (as Sweeney often complains) maintained its position by just as much chicanery as worthwhile consumer-friendly practices.

It’s unlikely that you’ll come across someone who is as dedicated to the iOS App Store as they are to Steam, even die-hard Apple enthusiasts tend to prioritize hardware over the store. Moreover, from my perspective, mobile gamers are generally more open to trying out new and unique games compared to PC gamers.

Fundamentally, both developers and gamers are keen to experience something fresh within the mobile realm. Developers are enticed by the potential financial rewards from Epic, given the increased competition in mobile development. Meanwhile, players have grown accustomed to using the default platform for a considerable period, making even minor innovations on a new marketplace seem irresistible to them, much like a tempting opportunity.

In a different phrasing, our editor Dann elaborated on several aspects of this topic extensively, even providing a summary of the legal timeline involved. However, I find myself at odds with him on one particular point. While he contends that this situation isn’t a David vs Goliath scenario, it’s important to highlight my perspective. Namely, I don’t believe Apple’s (or Google’s) persistent efforts to safeguard their walled-off ecosystem is exclusively about games. There are other aspects at play as well.

At the expense of gaming

Again, further to what I said about Apple fanatics being more about hardware than something like the App Store, it’s worth noting that Apple is not just devoted to gaming when it comes to software. I reckon their defence of the App Store is in part so stubborn because they also have to take into account all the other apps being sold on their storefront.
Epic has found its ideal battleground on mobile, so can it carry the day?

It’s plausible that the mobile gaming aspect of Epic could potentially cause problems down the line. Given that mobile gaming is predominantly about convenience, even dedicated players tend to be more relaxed compared to their PC or console counterparts. It’s simply more practical to frequently engage with a game on your phone than to sit at your desktop for extended periods.

As a devoted enthusiast, I understand that since Epic primarily caters to gamers, its primary focus should be on attracting potential newcomers to the platform.

The issues Epic can still face

Yes, Epic isn’t out of the woods yet. There are still plenty of problems they’ll need to overcome in order to get the Epic Games Mobile Store properly established, let alone successful. Chief among these is actually getting players to install the storefront in the first place.

To put games from the Epic Games Store onto their devices, users often have to resort to sideloading, as it isn’t accessible through traditional storefronts. And let me tell you, for certain individuals, installing software in this manner might seem just as mystical as if I were conjuring a Word document by simply sending an email.

For those who have just heard about Fortnite and aren’t quite ready to delve into the process of installing an additional game store, Epic has provided helpful tutorial videos on their YouTube channel. These guides walk players through the installation process in a straightforward manner. However, for those who are casual Fortnite fans but not yet committed enough to go through the hassle of setting up a new gaming platform, there’s a simpler solution.

As a tech-savvy individual with years of experience in the digital world, I have always been intrigued by the constant evolution of technology and its impact on our daily lives. One aspect that has caught my attention lately is the issue of app discoverability, especially when it comes to Apple’s approach to security warnings.

Diversifying the playing field

Of course, Epic seems to have learned from their mistakes in taking on Steam. In this case, they’re not just putting all the weight of taking on Apple on their own soldiers, they’re also establishing a wider playing field as well. Look no further than
their endorsement and grant for the AltStore PAL
which meant that storefront no longer has to rely on a subscription fee, increasing the appeal for casual users.
Epic has found its ideal battleground on mobile, so can it carry the day?

It appears that Epic Games understands that their struggle against Apple, Google, and potentially others won’t succeed unless they alter how people perceive storefronts. This goes beyond simply operating their own store; they need other alternatives as well. If the concept of using various storefronts instead of the one pre-installed on your phone gains traction, it could be what propels the creator of Fortnite back to the pinnacle of mobile gaming.

Apart from this, it’s worth noting that Epic has additionally made the game Fall Guys available through AltStore, suggesting they’re open to distributing some of their games across various platforms rather than just keeping them exclusive. This move could significantly alter the landscape (intended humor), as it allows players to play games from multiple alternative marketplaces. Furthermore, Epic might be monitoring the game’s performance on these different platforms compared to their own, which could influence their decisions regarding future releases.

Conclusion

So yes, the Epic Games Store on mobile does represent a major new epoch, but it’s not a one-and-done, and it’ll take many months if not years before we see what these changes are enacting. For now, however, I reckon the future is bright regardless. Because whether or not this encourages Apple to change for the better, or ends with their store being overshadowed by stronger alternatives, it means that the average consumer like you and me has more choice than ever before.

2024-08-20 18:18