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Almost no game is complete without the main memorable character, who later becomes its hallmark. Somewhere there may be several of these characters, and the players themselves determine which of them they want to start their exciting game journey with. The point is the same: characters are a virtual personification of the player and must therefore be flawless. Character design rates are a burning issue for anyone who wants to create a special game that will not get lost among hundreds of representatives of the same genre. Of course, a character cannot save the game if the plot is poorly thought out, the world is limited to one miserable location, and the game is full of bugs. But characters are the heart of the game due to the fact that they are the closest element to the player, their avatar in the virtual world. Therefore, in no case should you try to save money on their creation. Interesting fact. The last known study on the most popular game characters goes back to 2011. Guinness polled 13,000 gamers and got this top ten: Mario (Donkey Kong, Nintendo, 1981) Link (The Legend of Zelda, Nintendo, 1986) Master Chief (Halo: Combat Evolved, Microsoft, 2001) Solid Snake (Metal Gear, Konami, 1987) Cloud Strife (Final Fantasy VII, Square, 1997) PAC-Man (PAC-Man, Namco, 1980) Lara Croft (Tomb Raider, Eidos 1996) Gordon Freeman (Half-Life, Valve, 1998) Kratos (God of War, Sony, 2005) Sonic (Sonic the Hedgehog, Sega, 1990) Now this is far from representative. But the more optimistic is the prospect of seeing your favorite character in an updated list. We wonder if anyone will do this in the near future? Today we are here to dot the i’s and cross the t’s with regards to the character design pricing. Let’s figure out what you need to know before ordering a character creation and how much it will cost you to create two-dimensional and three-dimensional characters. Factors Affecting Character Design Cost With the help of the character, you are actually speaking to the player directly. This is not just a well-drawn and implemented 2D or 3D concept, it is individuality with his or her character, appearance, habits, and approach to problem solving. To create a character, images of people, animals, plants, fictional creatures, and inanimate objects are used. So how much does character design cost? What determines the price and is it possible to somehow influence it? Several main factors directly affect character design cost: Character type. This can be either 2D or 3D option. A two-dimensional one is cheaper due to the use of simpler techniques and software and the lack of the need to draw a character from all possible viewing angles.Detailing. For a 3D character, the number of polygons matters. These are the elements that make up the model: the more of them, the higher the detail. For 2D, the number of shades used and work with shadows are taken into account.Engine preferences. Developing characters for different engines can vary significantly in terms of time required. For example, creating a character for Unreal Engine will take much longer and, accordingly, will cost more than for Unity.Team structure. The complexity of the project becomes a decisive factor in choosing the composition of the team that will work on it. It may turn out that one 2D artist is enough, or maybe even three people will not meet the deadline. Each of them needs to be paid a salary, so the number of people directly affects the final cost of the character.Rigging/skinning. Creating a character skeleton may be needed both for creating several static poses and for future animation. Usually, this service is not assumed by default and is requested by the client separately. So be prepared for additional costs if you need multiple poses or pre-animation.Work speed. How fast do you need results? Is there time to go through several stages of adjustments, alterations, and additions? Usually, the approximate date is indicated by the game art company from which you order the work. If it doesn’t suit you and you need the result faster, it will affect the price. Also, note that not every company will be willing to accelerate. It may have insufficient resources to do so, or it may not want to risk a possible negative impact on quality. The best option is to come to the design studio with a clear understanding of what you need. This does not mean that you should have an image of the future character in your head, formed to the smallest detail in all the equipment. This means that you understand what role characters will play in the game, their nature and their purpose. You can convey this information to the 2D character design price will be lower than 3D options. 2D means two-dimensionality, that is, the fact that the image has only two dimensions – length and width. Playing with colors, textures, and shadows can create the illusion of three-dimensionality of such images, but, unlike 3D, they cannot be rotated 360 degrees. To see them from the other side, they need to be drawn separately. For example, take a look at the 2D characters that the Kevuru Games team has been working on. You can see more of our 2D characters in our advantages of 3D characters is their realism and reusability in other projects. To animate a 3D model, you don’t need to redraw it anew in every pose: all manipulations are already possible due to the fact that the model has already been worked through from all sides. Kevuru Games’ team has developed a huge number of distinctive 3D characters, some examples of which we have included below. You can see more artwork and details about their creation on the 3D characters. How much does it cost to design a 3D character? The key to the answer is the artist’s hourly rate and the time it takes to create a 3D character. It takes about twice as long to create a 3D model as it does to create a 2D model. Modeling, texturing, skinning, and rigging of an abstract character takes over 150 hours in total. The more detailed the model, the longer it takes to create it. Therefore, you can imagine the amount of work. Let’s see how the labor of 2D and just say the first word and we’ll pick up the rest.

The share of mobile games in the gaming industry market already exceeds 50%, and this trend is not going to slow down. The reason for their popularity is simple: a smartphone is the most convenient medium with huge coverage that does not require any complex manipulations in order to install the game. Just click on the download button and start playing in a minute. There are now about Mobile game development cost is a question that interests everyone who wants to break into this promising market. In general, the cost of mobile game development can range from $ 3,000 to $ 1 million. But it is unlikely that such a spread will seem to you a reasonable answer to your question. To understand how the price is formed, it is necessary to penetrate deeper into the very procedure of creating a game. So jump in and let’s try to form logical and clear expectations about the mobile game app development cost. Stages of Mobile Game Creation Wondering how much does it cost to develop a game app? If you want to know exactly where your money will be spent, you need to start with the basics. The procedure for creating a mobile game consists of the following stages: Stage Description Duration Market research Researching the target audience, competitive proposals, current trends, and stylistic innovations to determine the optimal solutions 1 week Game design document The document includes a general image of the game, its target audience, platform (Android or iOS), genre, monetization options, scale, style, characters, etc. Implemented by the game designer 1 week Technical specification Discussing game mechanics, code objects, a control loop, game physics, and game object data. With the specification, one can determine the final cost of the work. Implemented by the lead programmer or technical director 2 weeks Prototyping The prototype is a general sketch of the game without details and art visuals, allowing you to understand the mechanics and appreciate the convenience of the gameplay 1 week Game design Creating all 2D/3D assets, characters, environment, and interface elements that determine the visual perception of the future game 3 weeks Game programming Writing program code, setting up a server, database, and API, as well as implementation of game graphics by embedding 2D or 3D content and VFX 2+ months Sound design Creating music, work with interface sounds and other sound effects for maximum fun 1 week Testing Detecting and correcting minor malfunctions or incorrect operation of certain systems 1 week Publication Placing the game on the respective Internet resources, Google Play Store or App Store. The product becomes available to the user 1 day On average, creating a simple game takes 2-4 months, while developing a complex product can take 4+ months. Mobile app game development cost also depends on who you decide to work with. The total price for creating a game application has a different level depending on the specific country and region. Typically, programmers and experienced freelancers set an hourly rate that describes the scale and complexity of the project being implemented. You can contact local contractors or look for outsourcing firms abroad. The high price does not always mean quality when it comes to the development of mobile game applications. This is clearly seen if we collect the salaries of programmers from around the world and compare them. Requests from developers of approximately the same qualifications for 1 hour of working time: For example, a popular game for Android and iOS called $ 1 billion, which in total with the previous period amounted to a total of $ 4 billion. How the Mobile Game Cost Estimation Works Estimating the amount of work at each stage, which means calculating mobile game cost of development, is a difficult task. To do this, you need to have a good idea of ​​the end result and be tech-savvy to estimate the labor costs for each function. Therefore, as a rule, the most experienced specialists are involved in this process. Remember: experienced companies that have been on the market for a long time and have implemented many mobile entertainment projects will not find it difficult to give you a more or less accurate estimate of the cost of your project. If the studio finds it difficult to give you specific numbers, think about the expediency of such cooperation: most likely, throughout the work, you will face a lot of misunderstandings, new expenses, and a constant increase in the planned budget. The initially planned small mobile game development cost will gradually inflate to unprecedented proportions and it is not a fact that this will lead to a positive result. Typically, the cost estimate takes place in two stages: Free preliminary cost estimate. Although the preliminary estimate is called rough, it allows you to form an idea of the required amount of investment needed to create a game application before signing any contracts. You can get it within 1-2 days for free.The exact price for the development of a mobile game. A more accurate assessment of the game development price list is supported by an agreement, which fixes the terms and stages of work with a detailed description of the final result. There are also cases when, with an increase in the depth of understanding of the development process, the original task is rethought, which can affect the final cost. These may be nuances that were not foreseen before. Therefore, developers make decisions about removing something from the main list as unnecessary or adding something to it. This is especially true when unique games are created that have no analogues. Of course, in today’s mobile games market, this is almost impossible. But even now there are amazing ideas that have undergone a huge number of improvements and adjustments since their implementation. It’s good if the company you are partnering with has already created games with similar features and gameplay. In this case, the answer to the question “how much does it cost to make a game app?” will not get lost in endless recalculations. A regular game requires more and more content at the same time to keep the player interested. Players already know how to manipulate everything, they do not need to learn, they do not waste time on some initial understanding of the project, but immediately come in and start playing. Little content will make the game boring and the player will go to another game. In mobile games, if you do not hold the player for 15-30 seconds with graphics, and then another hour of gameplay, you lose the player. Apart from mobile game producing cost, it is important to remember about mobile game releasing cost. To post and distribute your application on Google Play and/or App Store, you need to create either Enterprise or Individual account and pay a fee. App Store Google Play $ 99 annually $25 one-time You get access to the developer’s libraries and, in fact, to the store. There is documentation in the developer console that allows you to understand how you need to create your application in order for it to meet certain requirements. For iOS, the requirements are more stringently checked since all applications must be executed in a more or less similar style and have a similar arsenal. Major Pricing Factors Speaking about how much does it cost to create a mobile game, it is important to consider not only the complexity of the project, but also the following features: platform;type and functionality;professionalism of the performer;testing;marketing policy. Let’s do an in-depth mobile game development cost breakdown and look on the above factors in more detail. Platform Defining mobile game development cost starts with choosing a technical foundation. Android, iOS, or cross-development type – you need to think about this right away since it directly affects the cost. Despite the huge variety of Android devices with different screen sizes and capacities, the type of development on this platform is the least expensive. Working with iOS is more costly due to the integration of the payment system and the admin panel, as well as because of a large number of restrictions on applications that are allowed in the App Store. On average, developing a game for iOS costs 10-20% more than for Android. Thus, if a game for Android costs $ 25,000, then its analogue for iOS will cost about $ 30,000. There is also cross-development option where the game is suitable for both platforms. Oddly enough, this type greatly simplifies the implementation and deployment process because you do not need to create a separate application for each platform. Gaming applications can use the same engine that was once developed for most platforms. Type and Functionality The huge range of games can make it a challenge to choose what you want. But your budget can serve as a guideline for you. 2D games cost less than 3D games due to less time to create and the involvement of fewer specialists and technologies. Elementary 2D Games For example, an elementary 2D game where you need to perform one action such as moving blocks or catching flying elements will cost you a maximum of $ 5,000. If you need more than a simple Pacman and have some special idea, the cost can go up to $ 10,000. Such games actually have no end since the activities are repeated and this is not supported by any plot instructions. These products can also be monetized through in-game purchases. For example, a player can buy extra time or hit points. Simple games can be sophisticated enough to create because of the need to think over an intuitive UI/UX that will be understandable to both a young child and a white-haired old man. Casual 2D Games Casual 2D games like the platformer Red Ball with an interesting storyline, lots of challenging levels, boss battles, and a creative soundtrack will cost you between $ 25,000 and $ 50,000. Such games are characterized by a high level of involvement of the players, because, unlike the previous category, they have an end, and the player strives to fulfill the main victory condition by all means. Mid-Level 3D Games The so-called mid-level games are already three-dimensional products that require well-thought-out characters, modern graphics, an exciting and intriguing plot, and unpredictable gameplay. These are games for those who are not satisfied with elementary graphics, but are not ready for AAA quality products either due to lack of time or due to technical limitations of the device. These games cost between $ 50,000 and $ 120,000 in development. Hardcore 3D Games If you want to lure tons of players into your hardcore game net with multiplayer, 3D graphics, and interesting strategic variations, be prepared to shell out at least $ 150,000. Here you will have to not only think over the mechanics of interacting players, a huge number of scenarios and 3D models, but also the server part, which will be the basis for the players to meet online and play together. Professionalism of the Performer The experience of the performer also affects the mobile game making cost. First of all, this affects the quality of the created art and the developed technical aspects, as well as the speed of work. Above, we have indicated the cost of an hour of development, depending on the region. It will not be possible to accurately formulate the formula for the dependence of the price on the company’s experience, since this is an individual vision of each studio and its assessment of the professionalism of its employees. But on average, we can talk about at least one and a half gap in the final cost of the services of a newly-made and experienced company. That is, if it is certain that the newly-founded studio undertakes to make your project for $ 5,000, then the more experienced one will most likely request at least $ 7,500 for the same amount of work. At Kevuru Games, we have worked on 50+ mobile game projects of various genres and difficulty levels: match-three, arcade games, puzzles, quests, and more. You can see some of our projects in the a full range of services for the development and promotion of mobile games, from concept creation to placement on gaming platforms. We offer the creation of games for Android and iOS of various genres in order to reach the players as effectively as possible on an emotional level. Our professional artists and game developers will bring your idea to life and make your project a success. Game development is carried out using advanced technologies that provide maximum functionality and ease of use. A transparent pricing system will give you a clear view of where your every dollar has gone. Let’s prove that even in a market saturated with gaming products, you can still show something absolutely amazing:

Each type of animation has its own supporters who willingly find the advantages of their favorite and the disadvantages of the opposite side. And then, when the entire Internet is full of arguments in favor of the victory of this or that type of animation. When separation occurs. When a contradiction is born.When two camps collide. It’s a question of honour for us to kindle the peace pipe and say that there is no battle, which would immediately refute our own title. What is happening and what is one to make of this? Move on and you will understand everything. 2D Animation or 3D Animation: No Confrontation or Destination Peaceful Coexistence Competition or confrontation always adds piquancy and drive to any even the calmest comparative analysis, which was not initially aimed at identifying an imaginary winner. But the drive is felt only for the time being, or rather until the moment when the reader does not realize how subjective the reasoning of the author of the article is and how obvious his or her adherence to a particular side is, despite attempts to disguise everything as objectivity. What we are definitely not going to do is butt heads of 2D and 3D animation adherents. We’ll just talk about these two fundamental types of animation in a soft narrative form and explain why both the flat (almost like Terry Pratchett’s Discworld) and volumetric worlds have equal rights to exist. Which is Better, 2D or 3D Animation? None is better or worse. Each of these types of animation is self-sufficient and has its own niche in modern film, advertising and video game production. Comparing 2D and 3D animation is initially a large-scale and challenging task, since they differ in almost all aspects. 2D animation is an art style based on creating movement of objects and characters in two-dimensional space, focusing only on length and width. This movement is depicted using drawings, mainly pencil sketches, showing the change in the position of the object. They are arranged in sequence to create the illusion of fluid movement. 3D animation is an art style that deals with the creation of 3D models and their movement in the digital environment using special computer software. 3D was originally aimed only at computer processing, it never existed in the form of pencil sketches, as in the case of 2D. 2D and 3D animations in the form of a comparison table. And here it is: Comparison parameter 2D animation 3D animation Time of appearance the late 1800s the late 1900s Dimensions length and width length, width and depth Realism level low high Method of creation hand-drawn (early stages) computer-based Space for creativity boundless limited by software capabilities Learning time rather quick rather slow Production time rather short rather long Main focusgameplay and story design Costlower compared to 3D higher compared to 2D Reusability every project requires new drawings the model can be used in different projects Rotation capabilitya separate drawing required for each viewing angle 360 degrees Application area films, cartoons, websites, learning courses, advertising, product video, video games films, cartoons, video games, medicine, biotechnology, aerospace 2D Animation is Dead: Fact or Fiction This is a rather provocative question that worries many people. The wave of doubts and disagreements started from the moment when such a giant animation studio as Disney (the founder of the style) announced the

International Game Connection 2020 Online Week will take place on December 7-11. This is a popular B2B event in the global games industry that annually brings together publishers and developers of games for various platforms, as well as providers of value-added services to exchange experience and develop business contacts. Business development team of Kevuru Games will take part in this event. Ross Chekmarev, Ostap Osipenko, and Tatiana Nikulina ready to discuss your game development and art making plans on a special matchmaking platform event website. In addition to the rich information space, we are waiting for the legendary Game Connection Indie Development Awards. Any independent game project at any stage of development can receive an award depending on its location: Game Connection America 2020, Game Connection Europe 2020 and Game Connection Asia 2020.

The artist day could not pass unnoticed in our company. So we decided to highlight it with a contest among our wonderful artists, who thus got another opportunity to show their creative nature and original approach to different sophisticated tasks. The nominations for Best Design and Best Drawing have finally found their winners. We could not deprive you of the pleasure of enjoying the stunning art works on the topics “The Fifth Horseman of the Apocalypse” and “The Mystical Kevuru Deer”. We congratulate our winners and leave them to get their laurels in anxious anticipation of pleasant prizes. The last words suggest themselves: Kevuru Games. Create beyond the limits.

Distance is not a reason not to celebrate the holidays together. In honor of Halloween, we held a corporate competition for the most terrible (in a good sense of the word) image. With the help of our imagination, modern technology and the mystical aura of the most mysterious day of the year, we managed to brew a unique potion of stunning, shocking and terrifying images, each of which deserves its own portion of the dropped jaw. The choice was difficult, but Edward Scissorhands captured the palm. We congratulate the winner and remind you: you can always stay together if the team is united by a common goal, interests and a bit of madness.

Remote but connected. The complex pandemic situation forces us to make quick decisions designed to protect our colleagues from tangible danger and ensure that they are maximally distanced from unwanted contact with the ubiquitous virus. Our decision was to extend the remote work mode until May 2021. But no matter what, we remain a united team and succeed in adapting to the current realities, which we are sure are temporary. We hold regular online meetings to discuss important work issues, and also make weekly calls to support each other, hear familiar voices, share the news, and just crack life-affirming jokes. We look forward to shaking hands again and continuing to contribute to the exciting world of game development shoulder to shoulder. In the meantime, we will do it remotely.

The gaming industry has always been dynamic and rapidly developing. Absorbing like a sponge all the latest technological advances, it opens up opportunities for players to get gaming experiences that previously could only be dreamed of. However, this year, the usual pace of deployment of technological innovations, the sequential displacement of the centers of influence on the market and hot inter-genre battles received an unexpected shake-up. Deepening into technology and the virtual world has turned out to be much faster than we could have imagined a year ago. The gaming industry received an additional boost, which became defining for the formation of new technological tendencies. Therefore, we have decided to take stock of an unpredictable year and highlight those upcoming trends that seem most obvious in the light of what is happening in the current gaming market. 2020 is Almost Over – Long Live 2021 The sudden arrival of the pandemic has seriously shaken the gaming sector. People began to spend more time at home, and video games became the number one entertainment. Now the gaming markets are growing at a tremendous pace, and new games are springing up like mushrooms after the rain. It is expected that by the end of 2020: The console games market is expected to grow to nearly $ 45 billion with coverage of about 730 million players. The mobile games market will generate approximately $ 77 billion in revenue with 2.5 billion players. The PC games market is set to generate $ 37 billion with a loyal army of 1.3 billion players. The mobile market has been and remains prevalent. It is followed by the PC, and the console closes the top three. The constant search for new ways to attract and retain customers forces companies to move forward, keeping up with innovations and the waves of gaming trends. Those gaming trends that call themselves new are often not entirely new: many of them are already known to us. But when they rise to the peak, it makes us look at them with different eyes. The chaotic and unpredictable 2020 is nearing its logical end, so it makes sense to look forward to a new stellar period of gaming heyday. But it is desirable to do this without a tail of obsessive problems like the COVID-19 pandemic. Controlled Digitalisation Zone: The State of the Entertainment Industry Before the Pandemic So, the coronavirus pandemic has put billions of people under house arrest, and they’ve got plenty of free time. But the leisure industry was not quite ready for this, and digitalization had to be implemented on the go. The global entertainment and media industry entered 2020 with an alarming awareness of a growth cap. Back in the fall of 2019, the consulting agency World Economic Forum (WEF) note that the entertainment and mass media industry has gone through several digital transformations over the past 20 years. In total, they count 4 such waves: The emergence and development of file-sharing systems in the mid-1990s. The emergence of the first video streaming services in the early 2000s. The growth of mobile traffic and the development of cloud technologies in the late 2000s.The introduction of the Internet of Things and entire ecosystems around the information provider. We are now living in a fourth wave era: technology is advancing faster than ever. However, new generations of consumers demand the most personalized information, and when and where it is more convenient for them to receive it. Digitalization is so important today that the line between media and technology has become blurred. This is a challenge both for traditional sources of information and for all-digital startups. Considering that gigabits of content appear on the Internet every second, media business is forced to be in the field of consumer attention, WEF analysts write. In the future, they say, the entertainment industry will be driven by 3 major trends: Personalization Fragmentation Partnership Addressing directly to the consumer as a person in the conditions of his or her information overload.Spreading content across all possible distribution channels: forums, social media, external sites, etc.Formating flexible teams in the market, specializing in one business and uniting to create a unique product. Then a bolt from the blue broke out and an unexpected new player entered the arena – it was the COVID-19 pandemic. Impact of COVID-19 on Media and Gaming Trends The above-mentioned WEF study was prepared in 2015, and little has changed in the market since then. The entertainment industry needed a massive boost to fuel its digital transformation, and it got it. The coronavirus pandemic swept the world in the first months of 2020, forcing the governments of many countries to take unprecedented measures at the cost of interrupting economic life: billions of people were ordered to stay at home for weeks. Many recluses suddenly got a lot of free time, which radically changed the structure of information consumption. During the quarantine period, all types of offline activities were partially transferred online, but some were canceled. The closure of clubs and cinemas, the rescheduling of concerts and sporting events, even those events that most people could safely watch on TV from home simply could not take place due to the self-isolation regime. And it’s not a lack of digitalization, but the very nature of these events. The same attempts to hold a football championship without spectators in the stands eventually came across increased quarantine measures. Most of the events were ranked fourth in revenue of these games globally, collecting about $ 290 million. Looking at App Store sales alone, Fortnite came in third with nearly $280 million, behind only PUBG Mobile and Knives Out. The Kevuru Games team is proud to say that we have also set our hand to Statista forecasts, in 2021, the number of gamers could reach one-third of the world’s population. Most of the players are from Asia – about 1.4 billion. It is followed by Europe with 386 million, the Middle East and Africa with 377 million, Latin America with 266 million and North America with 210 million. People easily part with money to experience vivid virtual impressions during quarantine. The Asia-Pacific region spends the most money on games: it accounts for $ 72.2 billion of all revenue, 34.4 billion of which is China. Looking at the countries, the leader in revenue is the United States, where the revenue from games reaches 36.9 billion dollars. The world market of computer and mobile games by the end of the year will reach $ 159.3 billion, following the Reed Hastings said that he was far less afraid of his direct competitors Disney or Amazon than YouTube and the video game Fortnite from Epic Game. Now the situation has become even more interesting, because sitting at home and tossing about in search of entertainment, people are more likely to find it in the interactive game than in passive contemplation of the film. So, what upcoming gaming trends can we identify now? We have created a map to make it easier for you to navigate in our subsequent structural systematization of the most significant trends of the next year. Technology Trends State-of-the-art technological developments and innovations that are about to enter the market or already exist and are preparing for large-scale modification and expansion. Fast Scaling of Cloud Gaming Experts expect that the market for the priority trend of the gaming industry – cloud gaming or Gaming-as-a-Service – will grow to $450 million by 2023. Technology is already making games more democratic. Services like Google Stadia, PlayStation Now, or Playkey run resource-intensive applications without being tied to hardware capabilities. In the future, they will give developers creative freedom without technical constraints: There will no longer be a barrier in the form of expensive equipment: anyone can embody their fantasies in creating games. A new class of games will appear that are initially created for the cloud standards and are not technically limited. Unprecedented horizons will open up for virtual worlds, including in VR format. Cities and even entire planets can be worked out to the smallest detail – it will be difficult to distinguish them from the real ones. The boundaries between genres will disappear: a new class of games will combine many genre fragments. An element of social approval of the player’s character will become important – virtual communities will increasingly resemble real ones. For example, the developers of Death Stranding introduced likes as a tool to reward the actions of other players – like buildings or warning signs of danger. Players will experience new dimensions of freedom from hardware restrictions. The cloud gaming gives them the ability to outsource their computing needs to remote hardware. There is no need to download or install games. The only thing that is needed is the fast Internet. In 2021, there will be many more options for hassle-free online play. The driver of cloud gaming development is the spread of 5G. This communication standard will increase the speed and make the transfer of large amounts of data from the cloud seamless. The technology will spark a surge in gamers who will play from their phone – there are already more than 2 billion such users, and thanks to 5G, their number will increase several times. Internet of Senses and Thought Control The control of the character will change: the development of neurocomputer interfaces will make it possible to control its actions by signals from the brain. Such devices already exist. Through the Ericsson experts, the technology will become widespread in this decade. The mentioned 5G standard will allow using not only sight and hearing in games but all senses. We will see the Internet of Senses: digital sensors using artificial intelligence, VR and AR will allow tasting the gaming universe – literally. Tuning the perception of the virtual world by ear will become more accurate. Ericsson believes that by 2035, players will be able to set their headphones to automatically translate from any language. There will also be an opportunity to choose the sound of the gamer’s voice – personalization will become even more detailed. Synesthesia is an even greater field for experiments, which will be given by the Internet of Senses. Players will be able to listen to the red color of a traffic light or feel the roar of a game monster on their own skin. Another promising technology is digital taste and smell, which more than half of Ericsson experts expect to see by 2035. The rapid urbanization of the world, where more than half of the population already lives far from nature, makes this development more than realistic. Paradoxically, games can be a new way of interacting with nature. Imagine a VR walk in the woods where you can smell all the odors and taste virtual berries. Technology will blend the virtual and the real. Enhanced Virtual Reality Experience Virtual reality is already available to us, but not yet at the best level. Several gaming companies have already begun to improve their photorealistic graphics in the console and PC games. Developers are steadily improving this technology to make it indispensable in the lives of gamers. The demand for high-quality virtual reality is high: not being able to experience the familiar sensations of everyday life, locked in a lockdown cage, people turn their eyes to modern opportunities to transfer to other realities. During Facebook Connect 7 in September 2020, it was revealed that the company was focusing on its VR efforts and intended to integrate its two headsets together into an all-new Oculus Headset 2. They also plan to release their VR glasses next year, which will unveil a new wave of more affordable equipment for everyday use. Erasing Entertainment Formats Borders The difference between games and other forms of entertainment such as movies will be erased completely. New watching gamers play video games more often than regular sports matches. As the audience matures, eSports will become a familiar form of competition: it may even enter the Olympic disciplines. The fact that games will not be tied to the platform thanks to cloud technologies will also affect our consumption. Users will pay for in-game content and the social side of games like community access, not the platform. It will be possible to enter the virtual world from any device with a screen and a 5G connection: from a smart refrigerator to a smartwatch. Social Trends How the gaming component becomes a part of all spheres of society, the spreading video activities and game expectations of players. Ubiquitous Gamification Games are no longer just entertainment. Virtual worlds are becoming a new platform for communication. People use them for different purposes. Hold Working Meetings It has already been implemented in the cowboy game depicted their university campus using recognizable graphic blocks from a world-building video game Minecraft. Teach Lessons Teachers have already added games to their arsenal. Geometry teacher Charles Coomber from San Diego conducted lessons in the VR offshoot of Half-Life. A Travis Scott showed how to do this in the game Fortnite, gathering a simultaneous audience of almost 13 million viewers around the world, not counting Twitch and YouTube. To compensate for the lack of live communication, people are moving faster and faster towards the transition to game reality. Self-isolation only helps this process: universes of games like Fortnite are much more versatile and functional than Zoom or Skype. They have a wide range of personalization tools and allow gathering a huge audience. Surrounded by restrictions that prevent the full use of human reality, people happily plunge into virtual worlds where there are no restrictions. In the future, games will also transform the education system. Of course, they will not replace the lessons entirely, but rather become an addition to them: the skills learned in the games will be applied both at school and at work. For example, researchers from the women, 49% are men. By 2021, these numbers will not change. So it’s no secret that one of the biggest changes in the gaming industry over the next year will be the continued expansion of mobile games. This helps to increase the potential audience through the proliferation of smartphones and the ease of getting started. People love to play mobile games because they are virtually always with them. Therefore, developers will continue to create related products. Major console and PC game makers are also releasing their games in a mobile version to meet the demands of the market. An example of such a transition is the long-awaited Call of Duty: Mobile. Moving to the mobile segment, the franchise has managed to reach a huge number of new players: more than 300 million downloads since the release in October 2019 speak for themselves. Previous trends such as Fortnite-style battle royale games have driven the development of mobile gaming. They have proven that the gaming experience on mobile is in no way inferior to that of the desktop. People only use their smartphones and do not have to buy expensive hardware. In addition, Epic Games has become a pioneer in demonstrating the ability to combat the monopoly of world-famous corporations. Ditching the Apple Store and Google Play, Epic has hosted its iconic Fortnite game in its own store with a much lower commission and no restrictions. Change of Console Generations Another trend in the video game industry is the release of additional console updates every year or two. In the past, when the console was on sale, players no longer expected further updates. These units can last up to ten years on the market without any changes. Things have changed, however, now that hardware manufacturers like Sony, Microsoft and Nintendo have released incremental console updates for their products. Every year or two, a new version of the current gaming system is released, and features like extended battery life are the main reason people buy upgraded consoles. It was hard not to pay attention to the drop in sales of PS4 and Xbox One consoles in 2019. The reason for this was the completion of their cycles and the need for new generation technologies. While the good performance of the Nintendo Switch has somewhat slowed down the overall decline in console sales, the downward trend will continue until next generation consoles hit the market. So far, PlayStation 4 remains the most popular console among gamers. But who knows what will happen next, because this year we are waiting for several high-profile new products at once. In just a few days we are expecting the long-awaited Xbox Series X and PlayStation 5 to hit the market. It is already known that the inclusion of NVMe SSDs for internal storage in both systems helps consoles to significantly reduce load times in both new games and games made for the latest generation consoles. Technical innovations will definitely cause a sensation right at the end of this year with a kind of “console duel” and will continue to fuel interest in the console theme in 2021. Better Designed Monthly Subscription Scheme Free games, which are cleverly woven into in-app purchase models that tempt hooked players to acquire the coveted items as soon as possible, are likely to move to a new level of monetization. This is a monthly digital subscription. A long-standing classic technique widely used for music and video streaming platforms may apply to video games. The subscriber will be able to get exclusive items, premium passes and other goodies that are not available to players without a subscription. There have already been attempts to implement a subscription system, for example, in the games Mario Kart Tour and PUBG Mobile. But its limitation in the form of the only daily collection of bonus currency, and in some cases even the absence of any value at all, pushed players away. Players note that they would love to subscribe if the game was then cleared of ads, loot boxes and in-game purchases. This would allow players to simply enjoy the game with truly premium access, guaranteed by a monthly installment. At the same time, of course, there should remain a free version of the game, where advertising and in-game purchases remain. Subscription services may be relevant for fans of hardcore genres that require a high level of engagement and a lot of game hours. Casual and hyper-casual gamers are definitely not the right audience for a monthly subscription. They often use games as an opportunity to pass the time on the road or while waiting for an order. Plus, casual games are not a genre where you can come up with really decent features to create a subscription base. More Cross-Platform Game Options The popularity of cloud gaming has led to an increase in the capabilities of gaming platforms: they now offer both full and partial cross-platform support. It’s a boon for gamers as many of them are tied to only one platform. The increasing demand for multiplayer games dictates the need to connect players across multiple consoles and PCs. Developers are faced with the need to introduce new solutions and search for cross-play opportunities. So far, this is quite difficult due to the fact that manufacturers of different consoles often seek to isolate their community. Despite some hurdles, the mainstream games are now getting cross-platform support, and this trend is likely to grow. People who play Fortnite shouldn’t have to face technical difficulties due to the fact that their opponents are using different hardware. Genre Trends Game genres that have gained momentum in 2020 are not going to give up positions in 2021, as well as new adaptations of classic entertainment projects. We have already mentioned that 2020 was marked by increased interest in online multiplayer games and the growing influence of the mobile direction. The search for a company and the desire to spend time with real people, albeit at a distance, came to the fore. Given the pandemic uncertainty of 2021, the genre distribution of trends will not change anytime soon. The top 3 mobile game genres look like this: The top is based on the number of people who downloaded the game and how much money was spent on games of each genre. Apart from these, there are a couple of popular mobile game genres worth mentioning. These are card games and all the same evergreen puzzles. Return of Massively Multiplayer Online Role-Playing Games One of the oldest gaming genres, MMORPG is a massively multiplayer online role-playing game. Here the player improves the skills of the hero and gains new powers in battles with non-player characters or other real players. Over time, MMORPGs have evolved, the definition has changed, and the genre itself has come to life and is no longer limited to Warcraft. MMORPGs have huge worlds that are divided into zones, which makes them look like other fantasy worlds, like in The Lord of the Rings or Game of Thrones. There are frightening dungeons, dragons guarding untold riches, knights defeating demons and monsters, and other fantastic elements. Every minute, these mobile games are played by thousands of players who kill bosses, collect useful items and complete side quests. In MOBA, users are divided into teams of five people, Battle Royale is played by up to 100 people, while MMORPG is radically different, because here no one is a rival to anyone. The genre of MMORPG games for mobile devices was less popular than for PCs because not every phone could handle such games. However, with the development of smartphones, it comes back and confidently holds its position. More Multiplayer Online Battle Arenas MOBA games are a mixture of real-time strategy and action. In multiplayer battle arenas, the player controls one character – a hero or champion from the available roster, picking up a unique set of skills and abilities. This can be a magician, warrior, knight, or representative of another profession. The mobile version of the genre differs from the computer version (League of Legends or DOTA 2) because it does not reflect the same depth of mechanics and strategy. Mobile devices are limited in processing power, display size, and input options. However, this does not stop millions of smartphone users from enjoying their favorite games. Teams of 3 or 5 players face off against each other for resources, objects and map control. The player needs to have fast fingers, a lively mind and a lot of patience to play MOBA games. Until 2016, this genre was breaking popularity records, but Battle Royale appeared and took some of the glory for itself. MOBAs are no longer as popular as they once were, especially among mainstream audiences and casual gamers. But they are still confidently holding their positions among the popular genres of mobile games and will not give them up in 2021. Continuation of the Battle Royale Rule Since 2017, the spread of the Battle Royale genre has begun. At the end of 2019, PUBG mobile, the creation of Tencent, broke records with 400 million players, with an average daily value of 50 million. This is the most popular genre of 2020, but among the 50 million there are players using not only mobile phones but also PCs with consoles. The essence of the battle royale genre is that the user fights against 99% of the players on a huge map with resources, including weapons, armor and ammunition. Resources are scattered in different places, and the player must collect them to fight off enemies. The main goal of the battle royale is to stay alive. The idea is partly taken from the dystopian Japanese film Battle Royale, released in 2000. The game seems simple, but giant maps, an abundance of combinations of weapons and armor noticeably distinguish the genre, especially when compared to traditional first-person shooters like Call of Duty. The player has access to a huge playground with limitless tactical possibilities. The only way to stay on top is to properly allocate resources. Fortnite is a popular mobile battle royale game. The creators of this game have managed to interest users not only with the artistic style and clear images but also with a system that allows you to create towers, barriers, defensive walls and other objects right on the battlefield. Gambling, Cybersport and eSports Upward Movement The growth of loyalty to the industry and the legalization of online casinos have contributed to the development of the gambling industry. At the same time, the iGaming business is combined with the previous trend: almost every online casino has a mobile application or supports mobile games via mobile browsers. The evolution of slot games is also interesting. If earlier they were considered games for singles, then with the advent of multiplayer options, people can take part in the game at the same time, gathering in teams and watching the process of each other’s play. In 2021, players will get together much more often to spin the reels and try their luck. Call of Duty is an example of an esports game that is very popular with bookies. Activision, the game’s publisher, has gone one step further and created the Call of Duty Championship League, which shows how big name brands are taking advantage of online technology. While they may not be promoting sports betting themselves, the fact that they are so heavily involved in eSports now speaks volumes about what to expect next year. The inability to attend live sports events has stimulated people’s interest in sports betting. While you can watch your favorite teams play online, gamblers have the opportunity to place bets and experience the full range of thrills. If in 2019, the audience of people who watched sports events at least once a month was about Kevuru Games company continues to work hard on new projects designed to brighten up the expectation of getting rid of the dangerous virus. Creating beyond the limits, skillfully balancing target and economic expectations of customers, player preferences and emerging trends is the reason we have gathered in a close-knit, passionate and inspired team. The gaming industry will go through a lot of challenges in the coming year. As game lovers, we are all here to witness all of its changes because they really matter to us. Stay safe and play games: next year promises to be interesting. Kevuru Games is a game art and development company that implements mind-blowing projects for anyone looking to shake up the gaming space. We work with major world-renowned game video companies such as Epic Games, EA and Lucasfilm, as well as with enthusiastic indie studios and solo developers. It is important for us not only to fulfill the client’s requirement but also to make the project shine like a new bright star on the gaming horizon.

Briefly About This Report Kevuru Games is an active participant in the gaming industry. We are an outsourcing service provider specializing in various areas: game art, design and development. Our team of professionals helps global companies design and develop games of various sizes and difficulty levels. We are proud to partner with leading companies in the gaming industry who contribute to transformational entertainment projects. With 8+ years in the gamedev world under the belt, we can state that this area changes at the speed of light. For that reason, we decided to highlight the latest trends in the world of game development in order to guide game developers and publishers to the products that are in demand in the market. The gaming industry began about 50 years ago when the first video games were introduced to the first electronic displays. Since that time, many devices and inventions have appeared that correspond to the main achievements of computer technology. In addition, dozens of genres and millions of projects have emerged that affect this area of business. In this material, we’ll bring you a list of the top-selling games and share their success stories. At the same time, the industry is determined by trends that change every year. 2020 is a very special year because of the many changes taking place on the global stage. Some of the most notable trends in the gaming industry are driven by the need to adapt to the COVID-19 pandemic and global restrictive measures. This made more people addicted to different games. To which ones and how many percent the gaming audience has increased, you will find out in this material prepared by our team. Overall, our analysis is the result of an iterative process in which we analyze the gaming industry at a very detailed level. During this process, we rely on quantifiable / non-quantifiable metrics from a variety of reputable resources to uncover the big picture formed by key players – gamers and game developers / publishers. Use this data to move forward with Kevuru Games! Introduction to the Gaming Industry and Its Development Many advances in computing paved the way for the industry to emerge – the first minicomputers, electronic displays with a pixel or simple 2D graphics, the first generation of game consoles, and more. As time went on, devices got more powerful, games got bigger and more engaging. Game enthusiasts have driven the movement towards the best software solutions, better graphics, better sound, and more advanced technology that we know and use today. As a result, it has developed from a small market to a mainstream market with an average growth rate of 9% per year (according to the $256.97 billion by 2025, with a CAGR of 9.17% over the forecast period (2020-2025). But what about 2020, a year that brought us unpredictable challenges? As stated in a recent report by Newzoo, the global gaming market is likely to generate ESA’s 2020 Essential Facts About the Video Game Industry report. So, the COVID-19 pandemic is opening up additional opportunities for game providers. The main thing is to navigate the rapidly developing gaming industry, its technologies and at the same time in the global entertainment sector in order to offer the most popular products and satisfy the basic needs and desires of the gaming audience. Competition in the global gaming market is extremely high, and companies are forced to look for innovative tools and technologies in order to offer their customers the most convenient platform. The developers of game content face a difficult task – to create a unique and modern solution that will be interesting to fans of games of different age categories. As for the key trends determining the development of the global gaming industry in 2020, first of all, it is necessary to note top tricks used to meet the consumer demands: game development on popular platforms with cloud and VR support, impressive graphic design, artificial intelligence, etc. In conditions of isolation, games have been actively integrated into social networks. In this way, they themselves become a kind of social network to keep in touch with others. By the way, with the spread of Сovid-19, the popularity of eSports has only grown, but at a different level. Now esports tournaments are full-fledged championships held entirely in the virtual world. It is possible to even say that the border between the virtual and the real world has disappeared thanks to online streaming of gameplay. In countries with closed borders, in empty cities, virtual life is in full swing. At the same time, the pandemic has become a challenge for the largest market players, confusing their plans. So, in April, it became known that Sony, due to difficulties with logistics,

On October 27-30, our game development outsourcing company Kevuru Games will take part in one of the most anticipated international conferences in the video game development industry – External Development Summit (XDS). The conference usually meets its participants in Vancouver, Canada. However, this year, due to the current pandemic situation, the event will take place in an online format. Our representative this year – Ross Chekmarev, Head of Business Development – is ready to communicate with other conference attendees and talk about our cases in the official website. World-renowned companies that have featured on the XDS include Microsoft Studios, Sony Interactive Entertainment, Activision and Riot Games. And XDS20 Adapt will be able to boast the participation of speakers from such large companies as EA and Ubisoft. About Kevuru Games Kevuru Games is a leading European art production and game development outsourcing studio that is passionately committed to making the gaming world more striking and colorful. The company’s offices are located in the USA and Ukraine. We pride ourselves on working with global publishers to contribute to world-famous titles through vibrant art, impressive animation and skillful use of game engines. More than 8 years on the market have allowed us to form our unique style and to determine the main motto – to create beyond the limits. You can chat with us by dropping a few lines at contact@kevurugames.com.

What is a fair price to pay for Concept art is an important stage – be it in a game, animation, cartoon, or any other video production project. You need concepts, that is, detailed visualizations of ideas for further steps in design. They are used by designers, modelers, animators to get started and make them workable in every single project. Everything you see in video games or cartoons is initially created by a portfolio. There are specific factors that affect concept art prices: Project complexity. Almost no project in concept art can be considered simple because it is quite difficult to create original ideas for future design. This process takes a lot of effort and creativity to come up with something really valuable before settling on the final design. Some projects come with stringent requirements, specifications, and other demands that may complicate the task of creating concepts. Complex projects take more amount of time, imagination, and skill to complete. For example, creating concepts for 3D models is more difficult than 2D concepts as all of them must be depicted with all elements displayed from all sides. The prices will correspond to each degree of difficulty. The detail level. This is a crucial point when it comes to the time to charge the price of a final product. The logical conclusion that suggests itself – the more details are included, the higher the prices will be. It may happen that modelers or designers need a lot of additional details such as clothing, textures, materials, tones, props and other assets. It is better to create them during the concept phase, which can greatly facilitate their work later in production. In addition, poses also refer to additional detail that concept artists can develop for animation. For example, the character must be in a “combat” position using magic or firing a pistol. It will be a detailed concept creation process that will cost you accordingly. Scope of work. It’s one thing to work on character designs with appropriate references or already created characters in the same style. It’s another matter to develop an entire project with many characters, environments, and other assets from scratch. It is worth noting that concept requirements differ from industry to industry. More work is often done on in-game concepts because the game offers a character, location or weapon view beyond screen time. In films, cartoons or any other animated video, the result of painstaking work by an artist can take no more than a dozen frames. Time frames. Usually, it takes 50-80 hours to create a detailed concept (but again, depending on many conditions – complexity, level of detail, etc.) In theory, all this can be done by one specialist within a reasonable timeframe. You can expect the final product sooner, but be prepared to pay more for urgency. Time is money. During certain phases of work, concept artists need to be quick without being distracted by detail. They need to effectively communicate ideas and moods in as short a time as possible. Since this requires a tremendous amount of knowledge and skills, you can hire the most experienced artists at higher prices than those charged by juniors. So we are approaching the team and its composition. Team and its skill level. There is a widespread belief that artists are endowed with almost divine power, they just need to wave a stylus and then magically create valuable concepts out of nothing, but this is deceiving. Of course, artists must be talented, but at the same time experienced. Although there are geniuses in our world, artists have to work hard to get the most out of CAD experience. As with many industries, art and design experts are also keeping up with the tendency to improve their skills. So, your goal is to find a skilled expert who suits your requirements. Senior specialists with their higher rates are not always involved in projects, except for AAA. That’s right, they can perform most tasks without any supervision. But most projects have an art director who still leads the team based on a single artistic vision. Junior and mid-level professionals also handle most tasks with complete dedication and professional experience. How to Calculate the Cost of Concept Art? Typically, to calculate the cost of concept art, you need to figure out the concept artist’s hourly rate and multiply it by the hours it takes to complete the job. When you need a wide range of concepts, you hire more specialists. So don’t forget to multiply the amount of money by the number of specialists required for the project. And of course, don’t neglect some additional factors – complexity, level of detail, style, etc. The more requirements for the concept, the more money you will pay for the final illustration. Rate x Hours = … $ (Rate x Hours) x Number of Specialists = … $ Concept + Details = … $ Not sure which model you need? Contact us: we will help you make a choice and calculate the cost Get a free consultation Concept artists’ rates are different. Someone works as a freelance and sets rates they find fair. By the way, if you’re interested in the concept art pricing guide – how to negotiate better rates of pay, click Character Concepts that Rocked Fortnite Players. Well, How to Select the Best Concept Artists? Among all possible selection criteria, pay attention to the reputation of the art studio or artist you are hiring. Focus on the complexity of the work, the quality, and the time frame you set, and find out if a potential candidate will be able to meet all the requirements. Study the portfolio in detail – whether the style matches the setting of your game. If you are creating a sci-fi world, and the artist’s portfolio has a noticeable preponderance towards cartoony concepts, it probably does not suit you. Keep in mind that concept art is a fairly broad branch of CG. Within the gaming industry alone, there are many areas where concept artists are needed, from icons in free-to-play games to characters in big-budget third-person action games. You just need to find a reliable partner in this endeavor. Kevuru Games are at your service to realize projects you plan.

The topic of monopolization, which has never lost its relevance, has sparkled with new colors in the light of the freshest confrontation between Epic Games and Apple. What happened, how it affects the market, what fate awaits the parties to these proceedings, and whether the iOS kingdom will be able to maintain its isolation from the entire technological world – let’s figure it out. What Is the Matter? On August 14, 2020, video game company Epic Games filed a lawsuit against Apple technology corporation. The reason was the blocking of one of the most famous games from Epic Games, Fortnite, in App Store. The 62-page complaint filed on the day the game was banned contains allegations of antitrust and freedom of competition violations, and demands that Apple’s restrictive terms be revised. What Is the Reason for Banning Fortnite? According to the official App Store rules, all payments must go through the App Store payment system, for which a 30% commission is charged. Disagreeing with this state of affairs, Epic Games released a Fortnite update on August 13, which provides for the alternative method of in-game purchases. It’s about reducing prices for in-game currency V-bucks and the possibility of purchasing them through the Epic Direct system. By using it and bypassing App Store rules, players could purchase skins and in-game items with a 20% discount. Apple reacted quickly: Fortnite was completely removed from App Store. The already installed game will continue to function, but will no longer be able to update. And now it is not possible to download the game for new players. Apple’s statement“Epic enabled a feature in its app which was not reviewed or approved by Apple, and they did so with the express intent of violating the App Store guidelines regarding in-app payments that apply to every developer who sells digital goods or services. We will make every effort to work with Epic to resolve these violations so they can return Fortnite to the App Store. Google’s Reaction Google followed Apple’s lead by removing Fortnite from the Play Store. However, unlike Apple, Android users can install the game from other sources. Google’s statement “While Fortnite remains available on Android, we can no longer make it available on Play because it violates our policies. However, we welcome the opportunity to continue our discussions with Epic and bring Fortnite back to Google Play. Monopolist Territory: Play for High Stakes Accusations against monopolists arise every year. Tech giants like Amazon and Apple are often accused of damaging competition, tax evasion, undermining democracy and breaching privacy. Companies cooperating with monopolies are faced with the problem of a complete lack of alternatives: they become dependent on the conditions of the monopolists and are forced to pay all imposed commissions in order to stay afloat and promote their business. As a company directly involved in the video games industry, Kevuru Games is opposed to monopolization of any kind. Instead of a fruitful partnership, this form of cooperation turns into outright extortion, damaging small and medium-sized businesses. And the tougher the conditions, the more colossal the damage. Consequently, there is a chance that there will be even more companies dissatisfied with monopolization. And they will look for alternative ways of business development. Increased taxation, the introduction of new regulations and antitrust investigations are the first steps in establishing the global economic balance. And we fully support these initiatives. What’s Next for Epic Games? The creator of Fortnite strongly disagrees with Apple’s actions. From their point of view, Apple is abusing its power over iPhone users and restricting them in everything from the inability to install applications and games from third-party sources to the limitation of the only possible payment system. The overly restrictive App Store moderation rules have also always been the subject of bitter controversy and discussion. Epic Games created a cut a 30% fee or allow using Facebook Pay to cover the costs of businesses struggling during COVID-19, but were refused. In March 2019, the streaming music service Spotify filed a complaint against Apple with the EU Antitrust Commission regarding the same notorious 30% commission for user purchases through the iOS app. By demanding a commission from Spotify, Apple is thus forcing the service to raise prices and lose its competitive advantage. Then the prices will be higher than Apple Music has, which Spotify competes with. The streaming service also decided to implement a subscription scheme bypassing Apple’s payment system and commissions, after which the latter stopped updating the application and threatened to remove it from the App Store. Other companies such as Rakuten, Match Group, and Tile have also complained about similar recurring trends at Apple: Apple is entering the technology, apps, music and e-book market without paying any commissions and thus outperforming competitors in terms of price. In this way, Apple fights competition by preventing possible alternatives from entering the iOS application distribution market. The company, among other things, prohibits installing app stores and programs themselves directly from third-party sites, preinstalls App Store and does not allow it to be removed. The US Congress has already spoken out about the monopoly state of Apple and specifically about the too high commission in App Store. The European Union also did not stand aside: back in June, an iPhone sales decline, the company will have to be more careful with statements and decisions. Therefore, it is likely that it will still make some concessions. For example, allowing third-party browsers and email apps, and easing HomePod restrictions for third-party music apps, including Spotify. But while these are only suggestions, there have been no official statements from Apple. Is It Possible to Loosen the Tension of the iOS Bridle? The Epic Games complaint suggests that the app developers have no real power to influence Apple’s behavior. They face a choice: pay a commission or ditch a billion-user base. According to Epic Games, no developer has the ability to single-handedly overcome network effects and cope with the cost of re-attracting users to another platform. The company believes that iOS users cannot be lured somewhere else so that it remains profitable. IOS users are unlikely to be able to abandon their platform for a number of reasons: The need to retrain: users are accustomed to design, control system, functions and are not eager to switch to other platforms. Losing personal data and financial investments in iOS applications: everything will have to be transferred manually, and paid content will have to be bought again. Moving away from profitable iOS family services: the platform encourages family or mass use of the system by offering useful group communication, file sharing packages and features for iOS. The loss of ability to use the kit: often users buy Apple devices in addition to other Apple devices due to the advantages of their work in combination.The loss of opportunity to participate in programs: for example, Apple allows you to get a new iPhone every year in exchange for recurring payments. The loss of ecosystem benefits: there are many benefits that make Apple virtually invulnerable in a competitive environment, so other companies will have to negotiate with everyone involved to duplicate the benefits of the iOS ecosystem. Thus, in the near future, an iOS alternative similar in capabilities and characteristics is hardly foreseen. But What About Fortnite? Despite temporary problems, Fortnite remains available for download and does not lose its audience. Players are free to get it on Android devices through the Epic Games app or Samsung Galaxy Store. We hope that this situation will soon be resolved and that all loyal fans of the game will be able to enjoy it without any restrictions. The Show Must Go On: Confrontation Continues Apple is serious about keeping the confrontation high: on August 28, it removed the account of Epic Games from the App Store. Now the developer will not be able to download updates and new games to the store. After deleting an account in the App Store, the Epic Games page on which the developer’s games were previously collected disappeared. The Fortnite page disappeared even earlier. Apple’s statement“We are disappointed that we had to delete our Epic Games App Store account. We’ve worked with the Epic Games team for many years on their releases. The court recommended that Epic adhere to the platform’s principles during the trial, following the rules the company has followed over the past decade. Epic refused. Instead, they’ve repeatedly downloaded Fortnite updates that violate App Store policies. This is unfair to all the other developers in the App Store and is drawing users into Epic’s struggles. We hope to be able to work together in the future, but unfortunately this is not possible today. The reaction of the head of Epic Games, Tim Sweeney, followed almost immediately. Tim Sweeney, the founder of Epic Games “Apple’s statement isn’t forthright. They chose to terminate Epic’s account; they didn’t *have* to. Apple suggests we spammed the App Store review process. That’s not so. Epic submitted three Fortnite builds: two bug-fix updates, and the Season 4 update with this note. Microsoft’s Reaction After Apple threatened Epic Games with not only deleting the account, but also depriving them of the rights to use all development tools for iOS and Mac, Microsoft spoke out in defense of Epic Games and said that such actions were unacceptable. Epic Games again appealed to the court, considering the actions against it unfair and likely to harm other participants in the industry. Microsoft has filed a statement in support of Epic, urging not to deny the company access to development tools while the lawsuit against Apple is ongoing. According to Microsoft, Unreal Engine, developed and maintained by Epic, is a critical technology for the industry, and losing access to it on iOS and macOS would deprive Microsoft and other game creators of a critical component. This can be a disaster for developers if an Unreal-based game is under development. In such a situation, one will have to choose between restarting development, dropping support for Apple devices, or canceling the project. Issues may also appear in existing games as iOS and Mac users will not be able to receive new features, bug fixes, and security updates. In addition, there will be a market split as users of Apple devices will not be able to play online with users of other platforms. Microsoft’s statement “If Unreal Engine cannot support games for iOS or macOS, Microsoft would be required to choose between abandoning its customers and potential customers on the iOS and macOS platforms or choosing a different game engine when preparing to develop new games.