Xsolla Weighs In: Epic vs. Apple Fallout & Steam’s Revenue Share
▼ Summary
– The April 30, 2025 Epic vs. Apple ruling prohibits Apple from blocking third-party store links or collecting fees on external payments, with Apple appealing the decision.
– The ruling is influencing global policies, such as Europe’s Digital Markets Act, and prompting regions like South America and Korea to consider similar payment flexibility.
– Developers, from indie to AAA, are exploring new monetization strategies, including direct webshops, to bypass Apple’s fees and offer creative purchasing options.
– Marvel Snap’s successful webshop demonstrates the potential of external monetization, offering exclusive rewards to incentivize players to avoid in-app purchases.
– The ruling has sparked discussions about Valve’s Steam fees, though its key distribution system differs from mobile platforms, with predictions of gradual adjustments rather than major changes.
The mobile gaming industry witnessed a pivotal shift on April 30, 2025, when a U.S. court ruling in the Epic vs. Apple case barred Apple from blocking third-party payment links or imposing fees on transactions outside the App Store. While Apple continues to appeal the decision, the verdict has already sparked global conversations about monetization strategies and platform policies.
Berkley Egenes, Chief Marketing & Growth Officer at Xsolla, a leading monetization solutions provider, believes the ruling will hold in the U.S. and influence markets worldwide. “This wasn’t just about Epic or Apple, it’s about giving developers the freedom to link directly to their own payment systems,” he explains. “Whether you’re Spotify, a mobile game, or any digital service, the ability to bypass platform fees is now a reality.”
The impact extends beyond U.S. borders. Egenes highlights regulatory movements like Europe’s Digital Markets Act and similar discussions in South Korea and South America. “Countries are watching closely because this isn’t just a binary choice, it’s about offering flexibility alongside existing options,” he adds.
For developers, the ruling opens doors to alternative monetization strategies. Egenes notes a surge in interest from indie studios to AAA publishers exploring webshops, direct purchases, and customized offers. “Before, the options were limited. Now, they can experiment with in-app purchases, single-SKU links, or full-fledged storefronts, all while keeping more revenue.”
One standout example is Marvel Snap, which launched a successful webshop offering exclusive rewards for direct purchases. “Their model proves players respond well to incentives outside traditional app stores,” Egenes says. The shift has been rapid, with some developers testing new payment flows within days of the ruling.
Despite the changes, Egenes expects in-app purchases to remain a staple. The difference now? Creativity in presentation. “If a player runs out of currency mid-game, you can instantly offer a direct link to reload, no platform middleman,” he explains. “It’s about balancing convenience with control over the user experience.”
Xsolla’s role has evolved into guiding developers through this transition. With over 500 webshops launched pre-ruling, the company shares best practices without compromising proprietary data. “We advise on what works for specific genres while ensuring compliance with platform terms,” Egenes clarifies.
The ruling has also reignited debates about Steam’s revenue share, though Egenes sees key differences. “Valve already allows external key sales, so the pressure isn’t as intense as with mobile,” he says. Still, he predicts incremental changes, like expanded key distribution, rather than drastic fee reductions.
His advice to developers? “Launch on Steam and major app stores first, they’re vital for discovery.” Once established, teams can layer on direct-to-consumer strategies, like webshops or key sales, to diversify revenue streams.
As the industry adapts, one thing is clear: the power dynamic between platforms and developers is shifting. With more control over monetization, studios can now tailor strategies to their audiences, ushering in a new era of flexibility and innovation.
(Source: Games Industry)
