The gaming industry is going through an unprecedented transformation, with the Epic Games vs. Apple case ending with a ruling that bans Apple from charging a commission on purchases made outside the App Store because of its ongoing anticompetitive behavior. This landmark court decision signifies the end of the mainstream app store monopoly that forces developers to pay nearly a third of their revenue to Apple and Google’s app stores. The app store monopoly era is ending, with official court rulings affirming developers’ rights to link out to external payment platforms, thus allowing them to keep more of their profits.
Now, game developers can legally bypass app store payment systems, keep more of their earnings, and engage players directly. The court ruling by judge Yvonne Gonzalez Rogers ruled that effective immediately, Apple is no longer allowed to collect fees on purchases made outside apps and blocks the company from restricting how developers can point users to where they can make purchases. The power dynamic between gaming studios and app stores is shifting, ushering in a creator-led gaming economy where developers can reclaim control over distribution, monetization, and user experiences. Gaming studios can now control exactly how they reach users and monetize their products.
For Aethir’s decentralized GPU cloud, this court ruling opens numerous opportunities to support gaming innovators with our cloud gaming infrastructure specialized for direct-to-consumer (DTC) distribution. Aethir’s DePIN stack is a game-changer for gaming studios, combining our InstantPlay streaming technology with premium decentralized GPU cloud computing infrastructure.
The App Store Era: High Fees and Limited Control
Apple’s App Store and Google Play were the most prominent mobile gaming distribution channels for years, enabling gaming studios to reach millions of users worldwide by deploying their titles on one of the app stores. However, the massive reach secured by Apple and Google came with huge commission fees of up to 30%. Furthermore, these leading app stores have strict user interface (UI) and feature restrictions, limiting direct access to user data or billing infrastructure for gaming studios. Additionally, the mentioned app stores have long and uncertain review timelines and regional or geopolitical limitations on app availability.
The app store monopoly, commonly known as the “walled garden” model, worked quite well for Apple and Google for years, making billions in profits from app commissions. However, it also built animosity on the side of gaming professionals because game developers, especially indie studios and Web3 projects, lost both creative and financial autonomy. Developers were confined by strict app store rules, which resulted in boxing up gaming innovation by app store guidelines. The heavy monetization tax policy was taking a significant share of the gaming creator’s profits, and user relationships were mediated by gatekeepers who contributed little to the actual player experience.
The recent court ruling against Apple allows developers to guide users to external payment systems openly, and Apple can’t block them from doing so. Apple will still take a smaller “link-out” fee, but the ruling sets the stage for a major directional shift in mobile game monetization. Not only do developers now have freedom regarding how they monetize their titles, but they also have more flexibility in creating innovative gaming experiences. This legal precedent has the potential to weaken the hold of mainstream app stores and introduce alternative, decentralized game publishing models as viable alternatives powered by innovative technologies such as Aethir’s cloud gaming infrastructure.
Aethir’s App Store-Free Vision: Decentralized Cloud Gaming
Aethir’s decentralized cloud gaming infrastructure offers a sustainable, reliable, and cost-effective GPU computing solution for all types of gaming enterprises. We believe that the future of game distribution is cloud-native, not app-bound. Our globally decentralized GPU cloud gaming infrastructure is built to give developers an app store alternative that gives creators complete control over their titles' lifecycle and distribution. This includes full game streaming from the open web, powered by decentralized cloud gaming infrastructure, without the need for app store approvals, fees, or native installation.
Gaming studios can reap major benefits by choosing Aethir’s decentralized GPU cloud.
- Instant game streaming: Players can access games from any device via their browsers. No downloads. No approvals, thanks to our Instant Play streaming solution that can easily be integrated with any gaming platform.
- Studios can own their monetization: Studios can integrate their own payment gateways while leveraging Aethir’s cloud gaming infrastructure, regardless of whether it’s traditional, crypto-based, or hybrid payment solutions. This eliminates the nearly 30% app store tax in the blink of an eye.
- User interface design freedom: With Aethir, game developers are no longer bound by app store UI rules or limitations on in-game content. In the post-Epic Games vs. Apple court ruling era, this is another reason to choose versatile, flexible game publishing channels such as Aethir’s DTC cloud gaming infrastructure.
- Reach global audiences: Aethir’s decentralized GPU cloud ensures ultra-low-latency experiences across mobile, desktop, consoles, and smart TVs, providing a seamless, immersive gameplay experience to users worldwide.
Most importantly, Aethir’s DTC model allows gaming companies to own the player relationship, including every transaction and every engagement, fostering a creator-led gaming economy.
This is what real direct-to-consumer gaming looks like.
Building Direct-to-Consumer (DTC) Gaming Empires With Aethir’s Decentralized GPU Cloud
The direct-to-consumer (DTC) gaming model represents a growing trend supporting creator-led game distribution and relationship building between gaming studios and players. Similar to how musicians and streamers have been turning to platforms like Patreon, Substack, and YouTube to bypass major revenue fees from mainstream publishers, gaming companies are exploring models to avoid hefty app store fees. Now, gaming studios have the legal grounds to do so after the court ruling against Apple.
Gaming studios can maximize profits, user acquisition, and retention by using a DTC distribution model. Aethir’s decentralized cloud gaming infrastructure has already successfully implemented DTC solutions for various clients.
Aethir provides GPU computing power and facilitates Instant Play streaming for Doctor Who: Worlds Apart and Return Entertainment’s Rivals Arena smart TV-native cloud gaming title. Our partners from SuperScale have conducted an extensive case study that clearly shows how Aethir’s decentralized cloud gaming infrastructure maximizes user acquisition and retention through Instant Play streaming and by avoiding mainstream app stores.
Aethir’s DTC cloud gaming infrastructure fits well with both small indie game developer teams and established studios with large player bases. Our cloud gaming GPU solutions can support all types and sizes of gaming enterprises with the GPU computing needed to facilitate DTC distribution models smoothly. We are especially aligned with Web3 gaming projects, enabling seamless wallet integration, token gating, on-chain rewards, and cross-platform compatibility thanks to our Web3 DePIN stack.
The Future of Gaming Is Cloud-Native and Creator-Led
We have yet to see the full extent of the impact of the Epic Games vs. Apple court ruling on the gaming industry. However, what’s already clear is that cloud gaming and mobile game streaming are evolving faster than app store infrastructure can accommodate the industry’s needs. Gaming is shifting from large downloads and lengthy installation processes to seamless streaming, from static distribution to dynamic, persistent worlds.
App stores were never built for this future. They were built for static apps, 200MB caps, and tightly regulated user flows. That’s why developers are looking for app store alternatives that can support real-time performance, user-owned economies, and global interoperability.
By integrating Aethir’s decentralized cloud gaming infrastructure into their DTC models, gaming studios can leverage cost-effective, scalable, and censorship-resistant infrastructure for their projects. Aethir enables game developers to stream games without depending on app stores while maximizing profits.
Learn more about Aethir’s decentralized cloud gaming infrastructure in our official gaming section.
For more details and educational content about Aethir’s GPU cloud for gaming and AI enterprises, browse our official blog.
