Tinder's parent company, Match Group, has recently become the latest maker of high-profile software for Google's rigidity in its 30% rate for all Android transactions through the Play Store. To avoid paying the company for subscriptions to services like Tinder Gold and Tinder Plus, Match Group will now encourage users to enter credit card details directly into Tinder systems, according to Bloomberg Citing a new investigation. By Macquarie analyst Ben Schachter.
The move is similar to that made by popular video game developer Epic Games, which last year released the Android version of Battle Royale Hit Fortnite via its own downloadable launcher to avoid trimming the game. 30 per cent. In particular, Tinder is Match Group's most profitable entity, and between its subscription services and other purchase options within the application, such as paying for the possibility of knowing when someone has read your message, the software is often one of the free applications with higher collection in both iOS. and Android.
"In Match Group, we constantly test new updates and features to offer convenience, control and options to our users," says Match Group spokeswoman Justine Sacco in a statement to Bloomberg . "We will always try to provide options that benefit your experience and offer payment options is an example of this." After entering your credit card information directly into Tinder's servers, the application presumably takes that payment method as a default for any purchase within the application in the future, allowing Tinder to bypass the cut indefinitely. Google was not immediately available to comment.
Epic and Match may be the only two high profile companies that openly avoid the Play Store while trying to serve Android users. However, major subscription services such as Netflix and Spotify have expressed for years their distaste for the 70-30 model of modern application stores, which Apple launched in 2008 and that only a few months later lent Google for its Play Store.
Many companies consider cutting the 30 percent as the cost of doing business, especially on iOS, where they get quality control and firm control of Apple in their ecosystem, although some refer to the tariff as " Apple tax. " The games did not overlook the Google Play store, decided to launch Fortnite on iOS through the App Store and take success, for example. However, Android is more open and, therefore, more flexible with the way developers want to earn money and get more directly to users. That opened the door for Epic and now Match Group to experiment.
Despite Apple's constant focus on App Store rates, Spotify has filed an antitrust complaint against Apple with the European Commission seeking changes through regulation. The EU is now in the process of investigating Apple for alleged anti-competitive tactics, with Spotify arguing that Apple's 30 percent cut puts third-party services at a disadvantage when it competes against its own offerings, such as Apple Music.
Over the past few years, Spotify and Netflix have devised creative ways to push people out of the Apple and Google ecosystems on their mobile phones to avoid having to pay the fare, occasionally capitulating to store owners and elevating stores. Monthly subscription prices for mobile records as a result.
Last August, Netflix began testing a design method similar to Tinder that allows users to register directly with their service through a mobile webpage that would avoid the iOS App Store. In December of last year, Netflix stopped allowing in-app purchases of any kind for new and existing users on iOS.
Apple has tried to make an effort to specifically appease the companies that charge for subscription services, reducing the App Store rates in 2016 from 30 to 15 percent in any service to which a user has been subscribed through the mobile application for more than 12 months. Google joined Apple in that policy in the fall of 2017. But it seems that companies are getting increasingly tired of the status quo and are considering trying to completely avoid intermediaries.
It is unclear if Google will take action against Tinder for trying to circumvent the store; In the past, Apple reportedly hampered Spotify's iOS application by restricting updates when it discovered that the music streaming service was trying to bypass the App Store. Google did not take any action against Epic, but that was not a clear comparison because Tinder is still being distributed by Play Store and technically is still subject to the terms of Google. In any case, in case Google decides to do nothing, that could mean that many more applications will follow the leadership of Match Group to pressure users to provide the manufacturer of the application, and not the Play Store, with their information. of credit card.