Tallin-based gaming distribution platform Ultra is making a push to lure developers away from the competition by offering a far better deal: unlike Apple (App Store), Google (Play Store), and Valve (Steam), which take a 30-percent cut from all purchased games, Ultra will only take 15 percent from sales it generates through its digital store. "There’s no reason why such a big fee should be taken," Nicolas Gilot, co-Chief Executive Officer of Ultra, said in an interview. Some question the ability of new entrants to reach a wide enough fan base. Green Man Gaming, the British online retailer, sells digital keys to games that customers can redeem on a number of platforms, including Steam and Origin. The game is then added to a user’s account. Green Man takes about a 30 percent cut on each sale, while Steam makes money on in-game purchases.