Epic Games is trying to figure out how to get a fee on the mobile app stores.
According to mobile game analysts at GameRefinery, there is a trend that mobile game studios use their own web stores to reduce the cost of bringing products to the app stores.
Games like Clash of Clans, Star Trek: Fleet Command, Game of Thrones: Conquest, and Marvel Strike Force all have online stores. These web stores allow the purchase of in-game currency and upgradeable items. Some of them even offer exclusive offers and discounts on the web store to encourage gamers to make purchases outside of the game.
GameRefinery’s Kalle Heikkinen said in a statement: “The vast majority of mobile games are free-to-play titles and generate the majority of revenue through in-app purchases. With many of the most popular mobile games raking in up to $100k per day, it’s no surprise that publishers are looking to move their in-app purchases to channels outside of those that don’t. Apple and Google may charge a fee, especially since larger studios still have to pay a 30% fee, instead of a reduced rate of 15% for indie developers and small businesses.”
Data from GameRefinery shows that Marvel Strike Force made $4 million in in-app purchases in the last month. Clash of Clans, one of the most popular mobile games of all time, earned $6.7 million over the same period.
This is the change we are talking about. Developers are looking for ways to avoid losing millions of dollars to Google and Apple. It’s not surprising to see online stores become part of the way game studios distribute their own games. .
“We hope to see more mobile game makers following in the footsteps of Warner Bros. and Supercell by setting up its own online stores. This could encourage Apple and Google to reconsider their fees for larger studios. But because Apple and Google don’t allow the advertising of these web stores in apps, mobile game makers still face challenges around the accessibility and visibility of online stores. this route, especially when purchasing in-app items. such an experience”.
Law firm Hausfield’s recent victory over Google for a $90 million settlement probably doesn’t change things too much. The lawsuit represents developers earning less than $2 million in annual revenue.
Games like Clash of Clans go beyond that too. Google’s changes, such as a 2021 program that offers a fee reduction for a developer’s first $1 million, isn’t really a factor. There is little incentive for huge successes to not switch to online stores.