Surveys from 2019 to 2021 found developers and publishers desired to see a reduction of industry-standard 30% take, since this would increase the amount of revenue they would see from each sale.[1][33] Epic Games' Tim Sweeney, prior to launching the Epic Games Store, had estimated that the current costs for delivering game content to buyers required as low as an 8% cut on sales revenue, and launched the EGS with its 12% cut to demonstrate this.[34] Microsoft announced it would similarly reduce the Microsoft Store cut for Windows products from 30% to 12% by August 1, 2021.[35]