Epic Games’ announcement became a launch on January 23, 2025: its mobile Epic Games Store began adding third-party games, with approximately 19 titles on Android worldwide and 16 on iPhone and iPad in the European Union. Android users elsewhere could install the store, while Apple’s alternative-marketplace rules kept the iOS rollout EU-only.
What Epic launched
The expansion moved the Epic Games Store beyond Epic’s own Fortnite, Fall Guys and Rocket League Sideswipe. The initial catalog contained both paid and free games, although the exact selection differed between Android and EU iOS and changed during the rollout. VentureBeat reported that the app included Epic Account login, persistent account status and automatic updating for games and apps. Mobile self-publishing tools were initially available only through an invite-only beta, with broader access planned later.
The rollout had early technical problems. Epic initially reported bugs, then confirmed that third-party games were available on Android worldwide and on iOS in the EU. That makes this a completed January 2025 launch rather than merely a future proposal.
The initial mobile catalog and giveaways
Reported launch titles included Dungeon of the Endless: Apogee, Evoland 2, Figment, Hidden Folks, Idle Champions, Pilgrims, Out There, Shapez, Samorost 2, Samorost 3, Super Meat Boy Forever, Super Space Club, There Is No Game, Firestone Idle RPG and Gigapocalypse. Additional Android titles reported during the launch included Blade of God X, Mafia City, Office Fight and The Grand Mafia. These are representative initial reports, not a permanent catalog or a claim that every title was offered on both operating systems. VentureBeat’s launch report provides the platform-specific list.
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Epic also introduced a mobile version of its free-games strategy. Selected paid games were to be offered free, beginning with monthly releases and a planned shift to weekly releases later in 2025. Reports identified Bloons TD 6 and Dungeon of the Endless: Apogee among early promotions, with the first promotion reported to run through February 20, 2025. A giveaway title was not automatically free on every platform, and the promotion was separate from the wider third-party catalog. Reuters reporting described the initial counts and early free-game program.
Where the store was available
| Platform | Launch availability | What users should expect |
|---|---|---|
| Android | Worldwide | The Epic Games Store had to be installed separately from Google Play; device settings, security warnings and manufacturer policies could still add friction. |
| iPhone and iPad | European Union | Apple’s alternative-marketplace framework applied only in the EU, with eligibility checks, warnings and additional installation steps. |
| iOS outside the EU | Not available through Epic’s alternative marketplace at launch | The January 2025 rollout was not a worldwide iPhone alternative. |
“Worldwide” on Android does not mean integration with Google Play, and “Europe” should not be read as the entire continent: the iOS launch was tied to the European Union’s regulatory territory. MacRumors and Reuters reporting described the platform split.
Why the EU made iOS distribution possible
The European Union’s Digital Markets Act opened a route for alternative app marketplaces on iOS under obligations applying to Apple as a designated gatekeeper. That did not give Epic unrestricted access to iPhones. Apple still controlled technical requirements, eligibility, contracts, installation disclosures and compliance processes.
Epic argued that the extra screens and settings changes discouraged users and developers. Its descriptions of “scare screens,” unsuccessful installations and Apple’s competitive motives are allegations from Epic, not independently established measurements in the available reporting. The practical result was a second iOS distribution route in the EU, but one with more friction than downloading from the default App Store.
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The Apple fee that complicated the business case
Under the alternative-distribution terms discussed in January 2025 reporting, Apple’s Core Technology Fee was described as €0.50 for each first annual install after an app passed one million annual installs. The fee could apply to apps distributed outside the App Store, depending on the applicable business terms. MacRumors’ account of Apple’s terms reported a three-year grace period for some developers earning below €10 million, no fee below one million annual installs and an exception for apps with no revenue business model. Those exceptions and thresholds belong to Apple’s specific terms and should not be generalized to every developer or future agreement.
Epic said it would cover certain qualifying Core Technology Fee costs for participating developers for a limited period, including in connection with its free-games initiative. Epic also said the subsidy was not sustainable indefinitely while the European Commission examined Apple’s DMA compliance. Engadget reported the temporary coverage.
What Epic offered developers
- 88/12 split: Epic advertised an 88/12 revenue share for payments processed by Epic.
- No Epic store fee on third-party payments: This was Epic’s stated policy for payments made through another payment provider, not a promise that taxes, refunds, payment-processing charges or other operating costs disappear.
- Cross-platform distribution: A developer could pursue one Epic account and storefront relationship across supported platforms rather than relying only on Apple’s or Google’s default marketplace.
- Promotion: Free-game campaigns could supply exposure and downloads.
- Publishing pipeline: Mobile self-publishing started as an invite-only beta, with wider access planned later.
These terms described Epic’s offer at the announcement; they were not independently verified current 2026 developer pricing or contract guarantees.
Why large developers hesitated
Epic said many major iOS developers declined to join because Apple’s fee exposure could exceed the revenue generated through an additional store. Epic further claimed that none of the 100 highest-grossing mobile developers had initially agreed; that is Epic’s characterization, not independently verified market data.
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A developer considering the channel had to weigh more than Epic’s commission:
- How many genuinely incremental users the store could reach.
- Apple’s possible Core Technology Fee and alternative-distribution contracts.
- Separate submission, testing, support and compliance work.
- Installation friction that could reduce conversion from a store visit to a completed download.
- Discoverability and customer-support costs on another storefront.
- Whether Epic-store sales would add revenue or shift purchases away from the App Store.
- Different technical and commercial rules on Android and iOS.
Free promotions could create downloads without producing durable paid revenue, while fragmented billing and update experiences could increase support costs.
What Android changed—and what it did not
Android gave Epic the broader opening: worldwide distribution and no equivalent Core Technology Fee described in Epic’s arrangement. Epic therefore expected its Android catalog to grow faster. Users still needed to obtain an alternative marketplace outside Google Play, approve installations and navigate device or manufacturer restrictions. Global eligibility removed Apple’s regional barrier; it did not make installation frictionless or guarantee Google Play-scale reach.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Epic’s larger strategy
Epic was trying to build a single cross-platform marketplace that reduced dependence on Apple and Google. The store could promote Fortnite and other Epic games, use free titles to attract Epic Accounts and recurring visits, and give Epic evidence that alternative distribution can operate at scale.
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Epic reported approximately 29 million mobile-store installs by the end of 2024, below its earlier 100-million target. Both figures came from Epic’s own reporting. Thurrott covered those figures and the expansion plan.
What the launch meant for players
- Benefits: another source for games, Epic Account continuity, mobile giveaways and the possibility that developers pass lower distribution costs to players.
- Costs: a smaller catalog, separate account and update systems, extra installation steps, security decisions and regional restrictions.
- iOS limitation: users outside the EU could not use Epic’s alternative marketplace at launch, and some games could be absent on iOS because of Apple-related economics.
- Trust and security: installing a marketplace outside the default store requires users to decide whether they trust the publisher and understand the permissions and warnings shown by their device.
What remained unresolved
The January 2025 rollout did not settle whether the European Commission would require changes to Apple’s alternative-marketplace implementation, whether developers would join in meaningful numbers or whether users would tolerate the installation process. It also left open whether Epic could finance fee subsidies for the long term, whether the model would expand beyond the EU, and whether the store would become a discovery destination rather than mainly a channel for Epic’s own products and promotions.
The available announcement-era reporting does not establish the complete catalog, current regional availability or the current free-game schedule in September 2026. Those details can change and should be checked against Epic’s live store and developer agreements.
The Bottom Line
Epic created a genuine alternative mobile marketplace in January 2025, but its success depended on solving two adoption problems: persuading developers that another channel justified the fees and operational work, and persuading users to install a separate store. Android offered the larger opening; on iOS, the EU was the only launch region and Apple’s Core Technology Fee remained a central obstacle.
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