Mei Ri Jing Ji Xin Wen·2025-11-14 15:41Core Viewpoint - The introduction of Apple's "Mini Apps Partner Program" with a 15% commission rate for eligible mini-program transactions marks a significant shift in the ongoing power struggle between game developers and distribution platforms, particularly between Apple and Tencent [1][2]. Group 1: Impact on Game Developers - The new 15% commission rate is perceived as a benefit for game developers who have been under pressure from higher commission rates, but it comes with conditions that require deep integration with Apple's technology [1][2]. - Developers must use Apple's tools for app development, manage user data through Apple's system, and process payments exclusively through Apple's channels, which limits their control over user data and payment options [2][4]. - Companies like Century Huatong view the policy's negative impact as minimal, estimating it to be below 0.5%, while anticipating an increase in iOS mini-program users due to improved payment convenience [2][4]. Group 2: Reactions from Major Players - Tencent welcomes the new program as a balanced solution that supports the stability of the WeChat ecosystem while avoiding potential conflicts from external payment loopholes [3]. - Companies primarily focused on app-based games, such as a Shanghai-based game developer, report limited impact from the policy, as their core products rely on app operations rather than mini-programs [4]. Group 3: Industry Trends and Changes - The agreement between Apple and Tencent reflects a broader trend of game developers pushing back against traditional distribution channels, as seen in recent withdrawals from major Android platforms [4][5]. - The rise of alternative distribution channels, such as social media and live streaming platforms, is reshaping the flow of traffic and revenue in the gaming industry, challenging the dominance of traditional app stores [5][6]. - Analysts suggest that the reduction in commission rates indicates Apple's optimism about the future of mini-games, as the market for mini-program games has seen significant growth, with a reported 40.2% increase in revenue year-on-year [6][7]. Group 4: Future Implications - The ongoing evolution in the gaming industry emphasizes the importance of high-quality content creation and diversified channel operations as key factors for success [7].