They really didn't. Physical video game software royalties were not 30% take. Closer to 10%, although it varied depending on manufacturer and publisher agreemen

They really didn't. Physical video game software royalties were not 30% take. Closer to 10%, although it varied depending on manufacturer and publisher agreements. By the time Sony, Microsoft and Nintendo got established selling digital video games Apple had already been doing a 30% take of iTunes songs for years.