Xsolla Weighs In On Epic vs. Apple Ruling And Steam's Revenue Share

The mobile gaming landscape underwent a significant transformation on April 30, 2025, when the Epic vs. Apple ruling in the United States prohibited Apple from discouraging links to third-party storefronts or collecting fees on payments made outside the App Store. According to Berkley Egenes, chief marketing and growth officer at Xsolla, this ruling was long overdue. The company anticipates that the ruling will be upheld in the US, allowing for direct links to third-party storefronts from within apps, regardless of the type of content being offered. This development is expected to have far-reaching implications, extending beyond the US borders. The Digital Markets Act in Europe, which is currently at odds with Apple over payments that bypass its ecosystem, is a prime example. Other regions, such as South America and Korea, are also closely monitoring the situation, as there is a growing push to permit third-party payments outside of the app experience. This shift presents a substantial opportunity for Xsolla, a company that specializes in helping developers and publishers establish monetization options and reach specific markets. In the aftermath of the ruling, there has been a notable surge in interest from developers seeking to explore new monetization options with their own branding and approach. With Apple's 15-30% commission no longer applicable in the US, developers can now create webshops that cater to their products, with Xsolla's 5% transaction fee making it an attractive alternative. One notable example of a mobile title that has already made this transition is the popular card-battling game Marvel Snap. The game's webshop has been highly successful, offering players an exclusive seasonal rewards system for purchases made outside of the app store. This approach has encouraged players to avoid traditional in-app purchases. Egenes notes that the ruling has sparked a three-phased approach, with initial shock giving way to conversation and experimentation. Developers are now exploring new monetization strategies, including direct links to webshops and performance-based offers. While traditional in-app purchases will likely remain a part of the mobile gaming experience, the opportunity for developers to get creative with monetization links is significant. Xsolla sees its role as consultants and educators, helping developers experiment with the best approach to building out their store offerings. The company shares best practices from its 500+ launched webshops, providing guidance without sharing sensitive information. The Epic vs. Apple verdict has also generated discussion around Valve's 20-30% cut on PC games via Steam, with some developers suggesting that the bar could be lowered to facilitate success for smaller teams. Although this topic is not new, Egenes believes that some evolution in PC key distribution is likely, with Valve potentially making modifications to its practices. Ultimately, Xsolla advises developers to launch their games on Steam and other major platforms, while also exploring alternative monetization strategies and direct-to-consumer experiences.