Sou Hu Cai Jing·2025-12-02 10:57Core Viewpoint - The article discusses the significant impact of the high "Android tax" imposed by domestic smartphone manufacturers on game developers, leading to a shift in distribution strategies towards more cost-effective platforms like short video and social media channels [1][3][10]. Group 1: Android Tax and Its Implications - The "Android tax" in China is notably high at 50%, which is criticized by game developers as the highest globally compared to Apple's and Google's 30% cut [1][5]. - Major game companies like NetEase, Tencent, and Alibaba are moving away from traditional app stores to avoid the high fees, opting for platforms like Douyin and WeChat for distribution [3][5][10]. Group 2: Changes in Distribution Strategies - The formation of the "Hardcore Alliance" by major smartphone manufacturers in 2014 has historically enforced the 50% cut, making it difficult for game developers to bypass this fee [7][8]. - The rise of short video and social media platforms has provided game developers with alternative, lower-cost distribution channels, allowing them to reach users directly without incurring the high fees [8][10]. Group 3: Future Outlook - The shift in distribution strategies is seen as a "burden reduction" for game developers, potentially leading to a more competitive environment for users, with lower prices and more promotional activities [12]. - Smartphone manufacturers may respond by adjusting their commission rates or enhancing services to attract game developers back to their platforms, indicating a potential evolution in the market dynamics [12].