Open platforms shouldn’t feel like gated communities.

The proposed Epic–Google settlement marks a turning point for mobile commerce, but not necessarily in the right direction for developers. While it formalises alternative payments and third-party app stores, it does so under Google’s continued control and introduces new service fees of 9% and 20%, which effectively tax direct-to-consumer revenue in brand new ways that didn’t exist before this proposed settlement.

For many studios, especially smaller ones, this undermines the independence the industry has been fighting for. True openness means allowing developers to build, market, and monetize directly with their players without platform tolls. At Xsolla, we’re committed to helping developers navigate these changes and maintain sustainable direct-to-consumer businesses, regardless of how platform rules evolve.

Chris Hewish, President, Xsolla

Winning the next game means mastering the player journey

When stores no longer define your funnel, your ability to design and orchestrate owned experiences does. The good news: it opens new doors for distribution. The catch: it raises the bar for what it takes to build and keep a loyal player base. Developers can finally own the customer, but they will need to start building the capabilities to understand the user journey beyond the install. In practice, this means removing friction, creating feedback loops that connect acquisition with re-engagement, and positioning CRM skills and teams as the heartbeat of growth.

The developers who win in this new environment will be those who go beyond optimizing onboarding to focus on lifecycle messaging, personalization and making payment a no-brainer. It will also increase pressure on studios to build brands that rise above the noise

It will be THE challenge of 2026, but it will also mark the start of gaming’s most creative growth phase yet. This time around, success isn’t defined by installs; it’s determined by community-driven lifetime value.

Peggy-Anne Salz, Content Strategist and Founder, MobileGroove 

True growth starts where platform limits end

At Stash, we’ll always advocate for outcomes that best serve all developers. A competitive ecosystem that gives studios genuine choice is essential for the future of our industry. We’re deeply committed to advancing both the tools and the policies that empower developers to thrive. 

The current rules for Android alternative payments haven’t changed, which means developers still have a clear opportunity now to grow their direct-to-consumer revenue. If the proposed settlement between Epic and Google is eventually accepted, creating a successful direct-to-player program will take more thought and effort than simply implementing link-out payments. 

It is even more important that studios select a trusted partner who understands how to grow D2C wallet share through loyalty programs and webshops, instead of simply selecting a transactional payment provider. Regardless of how things develop, these channels will continue to be the best way to build lasting player relationships and grow D2C wallet share.

Archie Stonehill, Chief Growth Officer, Stash 

Openness is progress, but true freedom means owning your growth

While reactions to the Epic–Google proposal have been mixed, we see it as a meaningful step forward for the ecosystem. It may not deliver every developer’s ideal outcome, but it undeniably accelerates a broader shift toward openness, choice, and fairer economics across mobile platforms.

By expanding global anti-steering provisions and allowing developers to link players directly to checkout, the agreement backs up the core truth — publishers deserve to own their relationships and monetization paths. That’s progress, not just for the biggest studios, but for anyone building sustainable, player-first businesses.

At Aghanim, we have been linking out compliantly since before the EPIC x Apple decision. The game hub and direct-to-checkout technologies together form the industry’s most advanced, cross-platform framework for compliant linking and frictionless monetization, with no fees incurred for global direct link-outs to commerce-adjacent destinations.

We continue to lead with a multi-faceted, cross-platform enablement framework that empowers our partners to fully capitalize on a constantly evolving regulatory landscape — and to reclaim the economics of their own success. At the end of the day, the goal is to help our industry’s creators scale the games we all know and love — and those who fail to prioritize that shared growth with creative strategies that work will ultimately fall behind.

Conor McLaughlin, VP Revenue and Partnerships, Aghanim

Freedom’s here - now win the players

Oooh very exciting news, I’m really exciting for what’s to come. I do think there’s still risk here as we’re going to compete with players’ behaviors— we need to convince them that these alternative stores are worthwhile. I think there’s more comparative analysis to be done if we can accomplish a similar or better ecosystem to PC Gaming.

On the bright side, lower store costs could improve player sentiment on monetization. Increasing topline revenue from lower store costs due to competition can also give smaller studios a better chance to compete. These two together can lead to more innovation and diverse new game structures in the mobile game space, which can be exciting for players.

So a mix of expectations here, there’s opportunity but risk!

Mari Yalong, Product Manager II, PerBlue

Open ecosystems unlock new worlds

I believe it is healthy for the games industry to even the playing field in regards to app stores for mobile games. Giving players more freedom of choice is always welcome. Allowing for niche stores can also result in games reaching new audiences.

For developers, a more open mobile ecosystem means increased visibility for a wider range of new, innovative games and business models.

Christian Lövstedt, CEO of Midjiwan AB - Polytopia

Freedom arrives, results pending

Ultimately mobile platforms are opening up to be more like desktop computing platforms. It's a win for consumer choice and an opportunity for the games industry and others to improve in-game economies for mobile. However, I’m not sure this alone will transform growth for the overall gaming sector.

Ben Cousens, CSO of ZBD

Android is rediscovering what made it powerful: openness

Poki has backed the open web from the start, even in the wilderness years when gaming content vanished into the app stores. This move signals that the walls between 'web' and 'native' are crumbling further, restoring real freedom for developers and players. Android was always supposed to be open, so it's good to see it return closer to those roots.

Joep van Duinen, Head of Game Developer Operations & Partnerships at Poki