How to Launch an iOS Game Without the App Store: The EU Developer's Guide for 2025

How to Launch an iOS Game Without the App Store: The EU Developer's Guide for 2025

For over a decade, the Apple App Store was the only way to get your game onto an iPhone. That meant following Apple's rules and, crucially, paying its commission. But thanks to new regulations, the walls of the garden are coming down—at least in Europe.

The EU's Digital Markets Act (DMA) has fractured the old monopoly, but it hasn't built the new economy. This guide provides the blueprint for developers—the Builders—to move beyond mere compliance and seize control. We'll walk you through the essential infrastructure required to launch, scale, and monetize on your terms in the post-App Store era.

Important Note: As of late 2025, these rules apply exclusively to users and developers within the European Union.

Why Build Outside the Store? The Onside Advantage

Bypassing the App Store is about taking back control from a model defined by arbitrary restrictions and economic penalties. While leaving the App Store's discovery engine means you're responsible for your own marketing, the advantages for Builders are transformative. We provide the infrastructure to achieve three key advantages:

• 1. Radical Economics: Escape the 15–30% "Apple Tax." Our 0–10% commission structure—with a 50% discount for your first three months—is designed to help you build a resilient, profitable business.
• 2. Unrestricted Freedom: If your application is legal in the EU, you can publish it. Control your own update cycle and go live in hours, not weeks.
• 3. Effortless Integration: Our infrastructure is built for a seamless transition. With a Payment SDK designed to be highly similar to StoreKit and a single professional console, you can scale on your own terms.

Your Path to Freedom: Choosing a Distribution Model

If you've decided to proceed, you have two primary methods for distributing your game in the EU under Apple's new business terms.

Alternative App Marketplaces

You can list your game on a third-party app marketplace. These marketplaces handle the distribution and discovery for you, acting as a mini-App Store.

Web Distribution (Direct from Your Website)

This model gives you the most control. However, Apple has set a very high bar for eligibility to ensure only established developers can use this feature:

• You must be a member of the Apple Developer Program for at least two continuous years.
• You must have an app that had more than one million first annual installs in the EU in the prior calendar year.
• You must agree to Apple's security and moderation policies.

For most indie developers, partnering with an established marketplace or distribution enabler is the more realistic starting point.

The Technical Playbook: Infrastructure, Not Patchwork

A common misconception is that leaving the App Store means abandoning its pipeline. With Onside, you still upload your builds directly to App Store Connect. Our infrastructure syncs with your account, allowing you to choose your distribution path:

• Onside Only (2-3 Hour Moderation): Use Apple's Notarization service for a quick security check before appearing exclusively on Onside.
• Onside + App Store (Up to 7-Day Review): Go through the standard App Store Review to be listed on both platforms.

This process provides maximum flexibility while leveraging Apple's existing, trusted upload and security protocols. Our SDKs and console then handle the rest, from payments to analytics.

Managing Your Money: Monetization Flows & The Core Technology Fee

This is the most critical part of your business plan.

Payment Processing

Our infrastructure provides a flexible payment solution, but you can also integrate third-party SDKs like Stripe or Adyen. You control the entire checkout flow and subscription management, paying only standard processing fees instead of Apple's commission.

The Core Technology Fee (CTF)

The CTF is a new Apple fee for EU apps distributed outside the App Store. It is a critical factor in your financial modeling.

• How it works: After your app surpasses 1 million first annual installs in the EU within a 12-month period, you must pay Apple €0.50 for every additional first install.
• The Danger for F2P: A viral free-to-play game could generate millions of installs but low revenue per user, potentially resulting in a massive bill from Apple that exceeds your income. You must model this cost carefully.

Go-Live Checklist & Building Trust

Launching outside the App Store requires a commitment to enterprise-grade compliance and security.

• Apple's distribution entitlement is approved
• App binary is successfully Notarized by Apple
• Wrapper and native bridge are tested on various iOS devices
• Your monetization flow is fully integrated, tested, and secure
• You have a clear Privacy Policy and are GDPR compliant
• The installation process is simple and documented for users
• An Over-The-Air (OTA) update mechanism is in place

Summary: A New Frontier

The mobile economy is being rebuilt. The DMA has forced the door open, but it is trusted infrastructure that will empower Builders to create the platforms of the future. By moving beyond the App Store, you gain the freedom to define your own economic and creative terms.

The mobile economy is being rebuilt. Onside provides the infrastructure for you to lead the change. Take back control of your distribution. Explore the Onside platform and review our documentation to start building on your terms.