Ensuring that smartphone users are aware of its presence one way or another, Epic Games is now coming pre-installed on millions of Android devices. Epic and Telefónica are partnering together to make the game maker’s app store directly available to devices on the telecom company’s network, which extends to users across Spain, Germany, Mexico, the UK, and Spanish-speaking Latin America.
The Epic Games deal and successive Android rollout are a big win for the company in its unending battle to challenge Apple and Google’s app market dominance. However, the bloatware route the company has taken to ensure the app store’s presence on eligible Android devices by default is not ideal either.
Image: Fortnite
Epic Games to Be Pre-installed on Android Devices Under the Telefónica Network
Epic and Telefónica are working to make gaming through the Epic Games Store more accessible to users, and they’re accomplishing this with a strategic alliance that should give consumers direct access to games like Fortnite, Fall Guys, and Rocket League Sideswipe. Instead of engaging in the more complex process of downloading the gaming app store from the website, this will give users a direct path to accessing the experiences curated by Epic Games.
“Thanks to our partnership with Telefónica, players will now be able to access the Epic Games Store, Fortnite, and soon games from third-party developers directly on their Android device. We look forward to expanding our collaboration with Telefónica to bring even more benefits to players,” Michael Modon, Senior Director of Growth Partnerships for Epic Games, said in the press release.
From the statement, it is evident that the company has plans to expand the partnership in the future, bringing more third-party titles to mobile gamers. Considering the two organization’s history of working together, it’s no surprise that Epic has chosen Telefónica as a collaborator.
We could also see further signs of the deal through exclusive Fortnite skins, similar to what we’ve seen for Honor, Twitch, Samsung, Xbox, etc.
“Epic, and any other developer, has always been able to work directly with carriers and OEMs to preinstall their apps or app stores because of the choice and openness that Android provides. All that has changed is that Epic understands it won’t receive a free ride on Play, so they’re finally pursuing the options that have been available to them all along.”
—Google statement to Android Police
Epic Has Been Unstoppable In Its Mission to Target Mobile Gamers On Its Own Terms
Epic has been successful in winning its long-running battle against Apple and Google for maintaining a strict monopoly over the app stores, accusing the power players of inhibiting competition and preventing other businesses from staking their claim on the market.
After extensive legal proceedings, Epic won the right to make its app store easily downloadable for users and has also ensured it can promote its own payment system instead of being forced to go through Apple or Google.
Despite the big win, Epic wasn’t satisfied that it had been allowed full access to the potential audience of mobile gamers. It soon filed another lawsuit against Google and Samsung for adding too many steps to the process of downloading a third-party app store, accusing the two of setting an auto blocker in place and giving users warnings against the download.
Many have supported the company’s efforts to make the marketplace more fair while breaking down the control enjoyed by the iOS and Android makers, however, this latest move has consumers wondering if the company intends to continue wasting resources on frivolous lawsuits. Regardless of the intention behind the suit, the case has been filed and we’ll have to wait to see the outcome of the battle.
Legal adventures aside, it will be interesting to see how many users respond to the triumphant arrival of the Epic Games Store and how this move boosts the community built around the platform.