Epic Games, after imposing its own iOS store in Europe on Apple last August, is now intensifying its conflict with Google on the Android platform. The statement that “Epic Games Store will be pre-installed on Android Telefónica devices” may seem trivial at first glance, but it is a strategic decision with significant implications for the Unreal engine creator’s mobile game distribution strategy. Engine.
New battle won by Epic
Telefónica, the Spanish brand which is also known by other names like O2, is present in many countries, including Spain, Germany, the United Kingdom and even Latin American countries. Thanks to a new long-term partnership with Epic Games, the creators of Fortnite, the Epic Games Store will be pre-installed on devices sold through Telefónica’s networks.
This means that the Epic Games Store will now share the spotlight with Google Play as the default app market on the operator’s smartphones. A new challenge to the hegemony of the search giant.
This partnership is moreover not only punctual; this is the initial phase of a broader collaboration according to both companies. Previously, Epic and Telefónica worked together to bring the O2 Arena into Fortnite in 2021, demonstrating their history of cooperation.
User Perspective
From a user perspective, convenience is key, and one of the biggest obstacles for third-party app stores is their lack of visibility and ease of access. With this agreement, Epic ensures that its store is immediately available to users in Spain, the United Kingdom, Germany, Spanish-speaking Latin America and beyond.
Many casual users don’t even know about, or really care about, options other than those already available on their phone. So, Epic manages to secure a major deal that will put them among the defaults for users, giving them a leg up on other game studios. Enough to make a nice advertisement for Fortnite, but also Fall Guys for example.
Epic against Apple and Google
For Epic, which is embroiled in legal battles with tech giants like Apple and Google, this partnership represents a smart move to get around some of the restrictions and challenges they’ve faced. After spending most of the past few years on the shelf due to these ongoing legal battles, this decision represents a significant side step. And this could give ideas to other players, like Sony or Microsoft, both of whom are preparing third-party App Stores dedicated to games.
