The profit stores make on their 30% usually exceeds the profit the developers make on their own game. There’s the publisher cut (if not self-published), the store cut, development costs, marketing costs, operating costs.
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The “industry standard” 30% store fee creates a huge opportunity for competing stores to offer better deals to developers and publishers. There are two possible outcomes. One is that the dominant stores don’t budge and we gain market share as companies switch.
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I think Microsoft's store also takes a 30% cut. Also, in the case of Ubisoft and Uplay, I don't think Ubisoft wouldn't make their games unavailable on their first-party store.
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No, but according to Ubisoft, consumers disliked EGS so much it increased the sales projections on Uplay. Win-win for Ubisoft, the publisher.
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