All these strategic steps signal Epic Games’ determination to extricate itself from the rigid entourages of both Apple and Google. Using the DMA in Europe to mandate new capabilities for developers, Epic Games has made efforts to open a more competitive scene for mobile games.
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A New Era for Mobile Gaming: Epic Games Store on Android
Under pressure from the restrictions set by the large tech platforms, Epic Games has launched the Epic Games Store on Android in all countries. This new important step helps gamers to install and enjoy Epic Games games from the Epic Games Store without using Google Play Store. But it is not as easy as installing an application from an app store, one-click installation. The company has complained about the time-consuming process of installation which is a result of what the company refers to as intentionally poor-quality install experiences from Google.
Epic Games has been involved in a legal dispute with Google over the policies of the Play Store for some time now. This latest move is in response to what Epic feels are restrictions that are being put in place that are prohibitive to both developers and end-users.
Navigating the Challenges: A link for installing Epic Games Store has appeared in the App Store App and on iOS.
Even getting to the Epic Games Store is an adventure that takes more than a few clicks for iOS users. Interestingly, while with Android the store can be downloaded and installed, in Europe, the process of getting the Epic Games Store on one’s device entails a several-step process. This is due to Apple’s very stringent hegemony over its ecosystem, which has been a bone of protracted contention between Apple and Epic Games.
In the past two months, Epic Games informed its users about the plans to launch the Epic Games Store on the iPhones in Europe after Apple weakened its rules in this region. In response, this expansion owes itself to Europe’s stricter anticompetition and privacy laws compared with the US laws. On the one hand, the installation of the store may be not very simple, with the user having to follow several steps, modify the settings of the device, as well as face such ‘scare screens’ as, for instance.
Epic Games has uploaded a YouTube video that will help users in the installation process on iOS and thus most Europeans will be able to play their desired games.
Expanding Reach: Strategic Maneuvers of Epic Games Europe
Besides, opening the Epic Games store for Android users and explaining how to install the store for iOS, Epic Games plans to release the company’s mobile games via third parties in Europe. The company has signed with AltStore PAL – a game distribution platform accessible in several European countries for iOS gadgets. Moreover, Epic Games has more plans for distributing the games on new platforms, such as Aptoide’s iOS app, and One Store for Android in Europe, and more third-party stores.
All these strategic steps signal Epic Games’ determination to extricate itself from the rigid entourages of both Apple and Google. Using the DMA in Europe to mandate new capabilities for developers, Epic Games has made efforts to open a more competitive scene for mobile games.
Extended Legal Struggle of Epic Games with Tech Giants
Apple and Google have been involved in a significant legal dispute with Epic Games since this fall. The company has time and again castigated these technology behemoths for using predatory policies that hurt competition and choke choice for the end consumer.
Answering these challenges in an email to Tech, Crunch, Apple said that the DMA compelled the Company to unlock new possibilities for the developers in the EU. Apple went on to note that is working to make these changes as intuitive to the users as possible while also ensuring that the new changes remain secure.
Though Google hasn’t responded to recent requests for comment, the company finds itself in multiple lawsuits with Epic Games over its management of the Play Store.
The Future of Mobile Gaming: Prologue
For as long as Epic Games wants a change like the mobile gaming market, establishing a more extensive presence of the Epic Games Store for both Android and iOS is a favorable move. Punters can now get their favorite titles on their mobile platform through other means than a regular app store.
While those gamers willing to get the Epic Games Store on those devices may face a series of hurdles, the final victory is worth all the trouble. With the war over the freedom of mobile gaming still raging, Epic Games is presenting itself as a company that fights for the rights of consumers and developers that will alter the face of mobile gaming.
These are big steps for Epic Games as a company: it’s not only going global but also preparing to disrupt the mobile gaming market.
