Unity Software Shatters App Store Duopoly with New Payment Tool That Bypasses Apple & Google Fees

Game developers just got their biggest weapon yet against the 30% app store tax.

The Fee Revolution Begins

Unity's new payment system cuts Apple and Google completely out of the revenue stream—letting developers keep what's rightfully theirs. No more watching nearly a third of hard-earned profits vanish into Silicon Valley's coffers.

Direct-to-Developer Payments Go Live

The tool integrates seamlessly into existing Unity games, processing transactions while bypassing the traditional app store infrastructure. Suddenly, that 30% fee becomes pure profit margin—enough to make any venture capitalist blush (though they'll still find ways to take their cut).

Mobile Gaming's Financial Tipping Point

This isn't just about saving money—it's about reclaiming control. Developers can now set their own pricing, manage customer relationships directly, and escape the arbitrary rule-making that has defined mobile gaming's economics for over a decade.

The walls are crumbling. And not a moment too soon—because when you're paying 30% just for the privilege of being in someone's digital mall, you're not building a business, you're paying rent to the wealthiest landlords in history.

Unity moves to free developers from platform fees

Apple and Google have charged developers as high as 30% on digital purchases made through their platforms for over a decade. While the tech giants defended the practice as necessary to maintain secure and seamless user experiences, game-makers and regulators, especially in Europe, have criticized it as anti-competitive. 

In Europe, the Digital Markets Act (DMA) compels major platforms to open up their ecosystems to third-party billing systems. In August, Cryptopolitan reported that Alphabet made concessions to its app store in the bloc.

Epic Games, the creator of Fortnite, pioneered “web stores” that allow players to buy in-game items directly from publishers after winning its legal battles against Apple and Alphabet, which forced them to loosen the grip of their monopoly on their app stores.

Following the ruling of the Epic Games lawsuit, Apple made some concessions and updated its rules in May to let developers include links to external payment portals, though it continues to impose conditions and compliance requirements. 

Billions at stake in the mobile-gaming economy

Analysts project that Apple and Alphabet may see as much as $4.1 billion in annual revenue shift from them collectively to developers as a result of alternative payment methods. The recent development, while still limited, marks a new era of independence for developers who are now freed from platform tolls. 

Now, they can reinvest in creativity, user engagement, and marketing rather than ceding margins to intermediaries.

Unity went through a major restructuring last year, with record layoffs and management changes in what were termed cost-cutting efforts, and is reportedly seeking new growth paths. 

Expanding into payments is one of those paths and could help diversify revenue beyond its Core engine business and advertising network.

Bromberg said Unity downloads were up 50% in the second quarter of this year from the first, following the 2024 release of Unity 6.

For Apple and Google, the emergence of payment alternatives could threaten a lucrative source of income at a time when regulatory scrutiny over their market power is on the rise.

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