Epic v Apple: Xsolla predicts 30% revenue shake-up
The recent Epic v Apple ruling marks a significant turning point in the global app economy, with far-reaching implications for developers, platform operators and telecommunications companies invested in the digital services ecosystem.
With Apple now required to permit developers to inform users about alternative payment methods, the decision strikes at the heart of traditional “walled garden” monetisation models and invites a broader rethinking of mobile app distribution and commerce.
Chris Hewish, Chief Strategy and Communications Officer at Xsolla, a global leader in video game commerce and payments, believes the ruling signals the beginning of a more decentralised, developer-driven approach to monetisation.
Speaking from Xsolla’s vantage point at the crossroads of gaming, payments and technology infrastructure, Chris outlines a rapidly evolving landscape filled with opportunity for those willing to adapt.
Challenging the walled garden
The ruling’s most immediate impact is a disruption of Apple’s longstanding restrictions on payment communication. Until now, developers have been barred from directing users to external payment options outside of Apple’s in-app purchase (IAP) system.
“The Epic v. Apple ruling will significantly change how developers approach app store policies and monetisation strategies,” Chris explains. “By requiring Apple to allow developers to inform users about alternative payment methods outside the App Store, the decision challenges Apple’s ‘walled garden’ model, which has limited developers’ ability to explore alternative revenue streams.”
The change gives developers more agency, opening the door to monetisation strategies that bypass the typical 15-30% platform commission. Telcos should watch this evolution closely as it could reshape mobile content pricing and partnerships.
Adapting to policy complexity
For developers, particularly those operating globally, the shift isn’t without its complexities. As Apple and Google recalibrate their payment policies, they’re introducing new compliance rules and guidelines that vary widely across platforms and regions.
“To comply with changes in payment policies on platforms like Apple and Google, mobile developers will need to adopt new practices," says Chris.
“Apple allows external payment links, but these are subject to strict design rules and review processes, limiting their appeal. Google has tested third-party billing in some markets but still defaults to Google Play Billing.”
Telcos offering app marketplaces or billing services must now contend with an increasingly fragmented policy environment. Collaboration with developers must factor in region-specific requirements, localisation of billing options and support for hybrid commerce models that span app stores, web shops and even SMS-based payments.
A new era for alternative payments
One key knock-on effect of the ruling is a growing interest in off-app payment strategies, particularly among mobile game developers looking to retain more revenue and forge stronger direct relationships with their players.
“Many will invest in web shops to offer flexible payment options,” Chris says, “such as linking to browser-based stores for in-game currency or providing subscription upgrades directly through their websites. Developers will also use in-game messaging to educate users about off-app purchases.”
While these practices remain constrained by Apple’s design rules, they are gaining momentum.
Telecom providers, especially those with carrier billing infrastructure or enterprise web hosting capabilities, are uniquely positioned to support the shift, providing secure, scalable pathways for alternative payments that comply with local regulations and user preferences.
Exploring new distribution models
One of the most consequential aspects of the Epic v Apple decision is its potential to catalyse new distribution models outside of the dominant app store ecosystems.
“Developers are beginning to explore alternative app stores on Android and even consider using progressive web apps to bypass traditional stores entirely,” Chris notes. “Although Apple maintains a strong hold over iOS, growing pressure from developers, who are now more vocal and organised, is pushing for change.”
Telcos have long aspired to offer differentiated content services. As developers explore these alternative routes, telecom operators can reposition themselves as viable app distributors or facilitators of progressive web app delivery - especially in emerging markets where mobile-first users demand greater flexibility.
Hybrid monetisation and user ownership
Chris predicts a significant realignment in how games and apps generate revenue, placing a premium on modular, cross-platform monetisation strategies.
“Mobile game monetisation will become more hybrid. While app stores will remain the primary installation point, developers will increasingly shift monetisation to web shops, offering web-based purchases, tiered memberships and cross-platform entitlements.”
He adds: “Studios will focus on owning the customer relationship, not relying on Apple or Google. The shift will lead to smarter, more modular monetisation models, giving developers greater control over their revenue streams and providing players more choice in how they spend.”
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