> all do a 30/70 split on digital sales.

Consistency which is only possible in an environment of collusion.

Not as much collusion as simply lack of competition.

You don’t have any other options for most of their respective platform and there isn’t enough incentive to compete on the pricing.

Also even when there is competition there are rules that prevent you from lowering pricing in one store vs the other (there are some exceptions) so if you end up say selling a game on the PC and you set the retail price as $60 and you launch it on 3 different digital content distribution platforms while you might make more money on one platform than the other there is no difference for the end consumer so there isn’t an actual competitive incentive to reduce your cut as a digital distributor unless you think you can get an exclusivity deal.

Yeah, I wouldn't call it out and out collusion.

If the first store did 20%, it's likely all the stores would have followed suit on that price point.

30% is likely the most they can take that people will tolerate.

They could take 70% or 95% and there will still be posts saying that the market is 3.5 billion people and 5% isn't bad because Apple/Google do all of the marketing.

Please, be careful throwing this kind of idea out there, people at Apple/Google, who obviously have run out of ideas long ago, may be reading this.

Other than games, MS is a 15/85 (or 5/95 split if the customer purchases via following a deep link from the publisher’s site or app) split on digital sales.