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Explained
Last updated:
18 Dec 2025
Google and Apple’s Strategic Market Status designation confirmed
TL:DR;
The UK Competition and Markets Authority has designated Apple and Google with Strategic Market Status (SMS), which could lead to the introduction of targeting measures that improve competition in the mobile ecosystems, including the app distribution platforms that mobile games rely on.
The Competition and Markets Authority (CMA) has confirmed Apple and Google as having ‘Strategic Market Status’ (SMS) in each of their mobile platforms, following nine months of formal investigation. The decision covers:
mobile operating systems (iOS and Android)
mobile browsers/browser engines (Safari and Chrome)
and app distribution (App Store and Play Store)
The outcome isn’t exactly surprising, but as the Digital Markets Competition and Consumer Act (DMCCA) can’t be enforced just on vibes, the CMA needed to look into it properly.
As well as their commercial impacts, these investigations are significant for being among the first to be initiated under the new UK digital markets competition regime introduced by the DMCCA last year.
Alongside the overall SMS designation, the CMA investigation highlighted specific aspects of the ecosystem:
UK users tend to stay loyal to either Apple or Google mobile platforms, with little switching between them.
Apps are the primary way users access content, requiring businesses to develop for both ecosystems.
AI and other tech advances are unlikely to disrupt Apple and Google’s dominance over the next five years.
Consumer loyalty to one platform is a particularly interesting note, since a lack of churn reduces the incentive to offer competitive terms to app providers. Because consumers are unlikely to switch platform, app providers cannot leverage the threat of drawing consumers away from the platform with less advantageous terms.
How can Flux help me?
Apple and Google's ecosystems are fundamental to mobile games, touching every practical aspect of their development and distribution.
The development of specific interventions will have a big impact on businesses who use these platforms (i.e. all mobile gaming companies operating in the UK). To ensure these work for the video games industry, it is vital that companies make the most of the opportunities for engagement that consultations provide. Information provided by interested parties will be key in determining the final approach the CMA takes to enhance competition on these platforms, for the benefit of developers, publishers, and players.
Video game companies that currently rely on Apple and Google ecosystems should therefore seriously consider participating actively in the upcoming consultations and other engagement activities. If you want advice on what the interventions mean for your operations and support with responding to consultations, we can help – just drop us a line to get started.
Author: Veronica Perez, Policy Advisor