A $1 billion dollar win for Epic is, after all, a $1-billion loss for Google.
Note: It will be interesting to see if the Google Play Store adapts its business model to stem the lost opportunities from companies like Epic going direct.
EPIC GAMES DOWNLOAD LOCATION CHANGE ANDROID
When you consider a 30 percent fee on these current revenues would translate into a $90-million monthly marketing budget (more than $1-billion over a 12-month period), it’s easy to see why Epic wants to bypass the marketplace for the Android platform launch. While many app developers may be happy (perhaps begrudgingly) to swallow these fees as an unavoidable cost-of-sale, for Epic Games, who in May 2018 alone earned $318-million from in-app purchases in the game, this represents a significant amount more than small change. There is, of course, a huge upside for the developers, who will avoid the 30 percent fee charged by the Google Play Store for in-app purchases. The Billion Dollar Upside of Going Direct There aren’t too many app developers who would risk such a high profile launch without such a highly visible and proven distribution channel on their side, but when you have a product that gamers are literally salivating to get their hands on – what are the risks?
Epic Games, however, has grabbed even more headlines by announcing it will launch the game without the aid of the world’s largest app marketplace (Google’s Play Store). You might think that the release of the world’s most popular game (Fortnite) on the world’s most popular mobile platform (Android) would already be pretty big news.
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