Unreal Engine Growth Playbook

Epic wanted to license their internal engine.

The 'Success-Aligned' Revenue Model: Unreal Engine tacticaly disrupted the high-end engine market by making the world's most powerful software free to use up-front. Their growth engine is 'The 5% Royalty'—only charging after a product earns its first $1 million. This zero-risk model encouraged indie filmmakers, VR startups, and small game studios to adopt 'Triple-A' quality tools. By aligning their revenue directly with the financial success of their users, Unreal built a deep reservoir of brand loyalty and became the standard for high-fidelity interactive media.