Epic Games Store Challenges Apple With 20 Third-party and Monthly Free Games on Mobile App

Epic Games is ramping up its mobile platform offerings with the addition of monthly free games and twenty third-party titles to its mobile app. 

According to a press briefing reported by The Verge, this move became possible due to the  European Union’s Digital Markets Act, which made Epic’s mobile store for Apple devices operational from August 2024.

Epic’s decision comes as Apple implements its Core Technology Fee policy, which charges third-party marketplaces €0.50 per download after surpassing one million downloads. To counteract this, Epic Games has committed to absorbing these fees for one year, enabling developers to list their games without direct financial penalties. This policy, however, only affects the EU, where Epic can operate on iOS due to regulations preventing monopolistic practices.

“Many mobile game developers aren’t on our store because Apple and Google discourage them with restrictions and fees,” Epic stated during the briefing.

While the specific titles of the 20 new third-party games remain under wraps, Epic has assured users that these will be available wherever its mobile app operates. A post on Epic’s X account (formerly Twitter) acknowledged minor delays due to technical bugs but reassured fans that the titles are on the way.

In addition to third-party offerings, the monthly free games initiative is expected to attract both casual gamers and industry enthusiasts. This strategy mirrors Epic’s approach with its desktop store, which has seen significant user engagement through its weekly free game giveaways.

Epic’s mobile app on Apple devices is currently limited to the EU, where the Digital Markets Act has disrupted monopolistic practices. This legislation allows third-party app stores to coexist with Apple’s App Store, fostering competition. However, Epic continues to face barriers in the US, where its app does not meet Google Play Store requirements.

Other platforms, such as Steam and PlayStation, have found ways to work within Apple’s ecosystem by limiting their apps to non-download functionalities like cloud streaming and asset management. Epic’s decision to provide full game downloads directly from its mobile app sets it apart but comes with regulatory and financial challenges.

The Epic Games vs. Apple story began in August 2020 when Epic Games introduced a direct payment system in their major title, Fortnite, on iOS. This system bypassed Apple’s standard 30% commission on in-app purchases, violating the App Store’s policies. Apple responded swiftly by removing Fortnite from the App Store, citing the breach of their guidelines. In response, Epic filed a lawsuit against Apple, accusing the company of monopolistic practices and arguing that its control over the App Store stifled competition and harmed developers.

Epic’s legal challenge went beyond just the App Store fees. The company criticized Apple’s closed ecosystem, which restricted alternative app stores and payment systems, and portrayed the tech giant as a monopolist abusing its market power. To rally public support, Epic launched a coordinated PR campaign, including a parody of Apple’s iconic “1984” ad, positioning itself as a champion of fair competition.

Apple, on the other hand, defended its App Store policies, arguing that its fees were industry standard and justified by the value the platform provides to developers. Apple also emphasized its focus on security and user privacy, which it claimed could be compromised by allowing third-party payment systems or app stores.

The legal battle escalated into a high-profile trial in 2021. The court ruled that while Apple was not a monopolist under antitrust law, it did engage in anti-competitive behavior. The judge ordered Apple to allow developers to include links or buttons directing users to alternative payment methods outside the App Store. However, the court did not force Apple to reduce its commission rates or open the App Store to third-party marketplaces.

Both parties appealed the decision, with Epic seeking broader changes to Apple’s ecosystem and Apple challenging the court’s directive to allow alternative payment links. As of now, the legal fight continues.