近日，网易似乎不忍了，带头抵制安卓税。 其具体的表现是，网易的多款游戏APP，已经无法手机厂商的应用商店搜到了，而网易官方也承认这一点，表示部分游戏在手机厂商渠道停服了。 并不是手机游戏这一块网易不搞了，而是换了个渠道，不再通过手机厂商的渠道而分发这款游戏了，通过短视频渠道、社交媒体渠道分发，不再给手机厂商 们，交这个50%的安卓税了。 关于苹果税，大家都是清楚的，针对上架AppStore的APP，其在APP上销售的应用内购买，主要就是数字商品，比游戏道具之类的，苹果一律收取30%，对 小企业则减半，只收15%。 对于这个苹果税，大家吐槽已久，认为30%实在是太高了，游戏厂商负担不起。 但大家可能不知道的是，如果论游戏，安卓收取的佣金比苹果还要高，国内一半是50%，这个也被游戏厂商们，称之为"安卓税"。 当时手机厂商的渠道话语权非常强，所以游戏厂商，不得不交这50%给对方，因为你不交，上架不了对方的应用商店，就算通过第三方商店安装上了游戏 APP，手机厂商们也办法让你不那么顺利的运营，比如弹出风险提示，限制安装等等。 所以游戏厂商就算心里不爽，也得乖乖给钱，否则上不了架，自己一个子儿都赚不到，那时候给手机厂商 ...

Core Viewpoint - The gaming giant NetEase is undergoing a significant separation from major domestic Android phone manufacturers, leading to the removal of its games from various app stores, indicating a shift in the gaming distribution landscape in China [4][12]. Group 1: Industry Changes - A growing number of users are reporting the disappearance of NetEase games from app stores of major Android brands like OPPO, Xiaomi, and Vivo, starting with less popular titles and escalating to major games [2][4]. - The traditional revenue-sharing model, often referred to as "Android tax," where 50% of revenue goes to phone manufacturers, is becoming increasingly unsustainable for game developers due to rising development and marketing costs [8][9][12]. - The emergence of new platforms, particularly short video platforms, has diverted traffic away from traditional app stores, prompting developers to seek alternative distribution methods [12][18]. Group 2: Developer Strategies - In response to the changing landscape, major developers like NetEase and Tencent are moving away from channel servers, indicating a shift towards official game servers to retain user data and provide better service [14][20]. - Smaller developers may still rely on channel servers for exposure and user acquisition, but they face challenges as the market evolves [20][24]. Group 3: App Store Dynamics - The app store ecosystem is experiencing a crisis of relevance, with many popular games and applications becoming difficult to find, leading to a decline in user trust [16][18]. - Platforms like TapTap are gaining traction by offering a more authentic user experience, including community engagement and genuine player reviews, contrasting with traditional app stores [18][24]. Group 4: Future Considerations - The current revenue-sharing model is under scrutiny, with calls for a reduction in the high 50% cut taken by app stores to foster a healthier ecosystem for developers [24]. - There is a need for phone manufacturers to enhance their app store offerings by improving user experience and community engagement to remain competitive [22][24].

Core Viewpoint - The recent withdrawal of NetEase games from OPPO's app store highlights a growing tension between game developers and traditional Android distribution channels, primarily due to high revenue sharing models that limit profit margins for developers [1][4][15]. Group 1: Game Withdrawal from OPPO - NetEase games, including popular titles like "Onmyoji: Yokai House" and "Fantasy Westward Journey," will cease operations on OPPO channels starting from November 2024, with a complete withdrawal expected by October 2025 [1]. - This trend of withdrawing from OPPO channels began last year and reflects a broader industry shift away from traditional Android distribution methods [1][4]. Group 2: Revenue Sharing Issues - The high revenue sharing model, often referred to as "Android tax," has become a critical issue for game developers, with reports indicating that Android channels take up to 50% of revenue, significantly higher than the 30% typically charged by platforms like Apple's App Store [6][15]. - The "hardcore alliance" established by major Android manufacturers in 2014 set a standard revenue share of 50% for game developers, which has persisted in the industry [8]. Group 3: Alternative Distribution Models - Developers are increasingly exploring alternative distribution methods, such as using platforms like TapTap, which do not charge revenue shares, allowing for greater profitability [10][12]. - Successful titles like "Genshin Impact" and "Awakening of Nations" have demonstrated that it is possible to achieve significant revenue without relying on traditional Android channels [12][14]. Group 4: Industry Evolution - The gaming industry is transitioning from a "traffic-driven" model to a "content-driven" model, where the quality of the game itself becomes the primary factor in attracting users [14]. - Despite the shift, the costs associated with customer acquisition through alternative channels have increased, as seen in NetEase's substantial advertising expenditures [14][15].