With its new Universal Windows Platform (UWP) initiative, Microsoft has built a closed platform-within-a-platform into
Windows 10, as the first apparent step towards locking down the consumer PC ecosystem and monopolising app distribution and commerce.
In my view, this is the most aggressive move Microsoft has ever made. While the company has been
convicted of violating antitrust law in the past, its wrongful actions were limited to fights with specific competitors and contracts with certain PC manufacturers.
This isn’t like that. Here,
Microsoft is moving against the entire PC industry – including consumers (and gamers in particular), software developers such as Epic Games, publishers like EA and Activision, and distributors like Valve and Good Old Games.
Microsoft has launched new PC Windows features exclusively in UWP, and is effectively telling developers you can use these
Windows features only if you submit to the control of our locked-down UWP ecosystem. They’re curtailing users’ freedom to install full-featured PC software, and subverting the rights of developers and publishers to maintain a direct relationship with their customers.
Windows Store and UWP
I’m not questioning the idea of a Windows Store. I believe Microsoft has every right to operate a
PC app store, and to curate it how they choose. This contrasts with the position the government took in its anti-trust prosecution, that Microsoft’s free bundling of Internet Explorer with Windows was anti-competitive.
My view is that bundling is a valuable practice that benefits users, and my criticism is limited to Microsoft structuring its operating system to advantage its own store while unfairly disadvantaging competing app stores, as well as developers and publishers who distribute games directly to their customers.
The specific problem here is that Microsoft’s shiny new “Universal Windows Platform” is locked down, and by default it’s impossible to download UWP apps from the websites of publishers and developers, to install them, update them, and conduct commerce in them outside of the Windows Store.
It’s true that if you dig far enough into Microsoft’s settings-burying UI, you can find a way to install these apps by enabling
“side-loading”. But in turning this off by default, Microsoft is unfairly disadvantaging the competition. Bigger-picture, this is a feature Microsoft can revoke at any time using Windows 10’s forced-update process.
The Solution
If UWP is to gain the support of major PC game and application developers, it must be as open a platform as today’s predominant win32 API, which is used by all major PC games and applications. To the PC ecosystem, opening UWP means the following:
- That any PC Windows user can download and install a UWP application from the web, just as we can do now with win32 applications. No new hassle, no insidious warnings about venturing outside of Microsoft’s walled garden, and no change to Windows’ default settings required.
- That any company can operate a store for PC Windows games and apps in UWP format – as Valve, Good Old Games, Epic Games, EA, and Ubi Soft do today with the win32 format, and that Windows will not impede or obstruct these apps stores, relegating them to second-class citizenship.
- That users, developers, and publishers will always be free to engage in direct commerce with each other, without Microsoft forcing everyone into its formative in-app commerce monopoly and taking a 30% cut.
This true openness requires that Microsoft not follow Google’s clever but conniving lead with the Android platform, which is technically open, but practically closed. In particular, Android makes it possible to install third-party applications outside of the Google Play store, which is required for Google to comply with the Linux kernel’s GNU General Public License. However, Google makes it comically difficult for users to do so, by defaulting the option to off, burying it, and
obfuscating it. This is not merely a technical issue: it has the market impact of Google Play Store dominating over competing stores, despite not being very good.
Does Microsoft think independent PC developers and publishers, who cherish their freedom, are going to sign up for this
Microsoft has certainly followed this lead in technically exposing, but practically burying, options that let users escape from its force-bundled services. If you’ve tried to change your Windows 10 search engine, web browser, or movie player, or to turn off their invasive new lock-screen ads, Windows search bar Bing spam, and invasive “analytics”, you know what I’m talking about. It’s a deliberately anti-customer experience: the options are there, but good luck finding them.
The ultimate danger here is that Microsoft continually improves UWP while neglecting and even degrading win32, over time making it harder for developers and publishers to escape from Microsoft’s new UWP commerce monopoly. Ultimately, the open win32 Windows experience could be relegated to Enterprise and Developer editions of Windows.
An Open PC Ecosystem is a Vibrant One
Valve’s Steam distribution service is booming with over 100m users, and publishers like Adobe, Autodesk, Blizzard, Riot
Games and EA are operating highly successful businesses selling their games and content directly to consumers.
Microsoft’s situation, however, is an embarrassment. Seven months after the launch of Windows Store alongside Windows 10, the place remains devoid of the top third-party games and signature applications that define the PC experience. Where’s Photoshop? Grand Theft Auto V? Fifa 2016? There are some PC ports of what were great mobile games, and some weirder things, such as the Windows 10 port of the Android port of the PC version of Grand Theft Auto from 2004.
But the good PC stuff isn’t there, with the exception of Microsoft’s own software products. Does Microsoft really think that independent PC developers and publishers, who cherish their freedom and their direct customer relationships, are going to sign up for this current UWP fiasco?
In my view, if Microsoft does not commit to opening PC UWP up in the manner described here, then PC UWP can, should, must and will, die as a result of industry backlash. Gamers, developers, publishers simply cannot trust the PC UWP “platform” so long as Microsoft gives evasive, ambiguous and sneaky answers to questions about UWP’s future, as if it’s a PR issue. This isn’t a PR issue, it’s an existential issue for Microsoft, a first-class determinant of Microsoft’s future role in the world.
Why We Fight
As the founder of a major Windows game developer and technology supplier, this is an op-ed I hoped I would never feel compelled to write. But Epic has prided itself on providing software directly to customers ever since I started mailing floppy disks in 1991. We wouldn’t let Microsoft close down the PC platform overnight without a fight, and therefore we won’t sit silently by while Microsoft embarks on a series of sneaky manoeuvres aimed at achieving this over a period of several years.
This day has been approaching for over 18 months, and I need to give credit to Microsoft folks, especially Phil Spencer, for always being willing to listen to Epic’s concerns with UWP’s paradigm, and to proposed solutions. Because they listened very patiently, I hoped and believed that Microsoft would do the right thing, but here we are. Microsoft’s consumer launch and PR around UWP are in full swing, and this side of the story must be told.
Microsoft’s intentions must be judged by Microsoft’s actions, not Microsoft’s words. Their actions speak plainly enough: they are working to turn today’s open PC ecosystem into a closed, Microsoft-controlled distribution and commerce monopoly, over time, in a series of steps of which we’re seeing the very first. Unless Microsoft changes course, all of the independent companies comprising the PC ecosystem have a decision to make: to oppose this, or cede control of their existing customer relationships and commerce to Microsoft’s exclusive control.
