5% royalties for using a AAA engine is a huge game-changer in the licencing business. If you sell 100k copies at $10 store price, that's $50k royalties to Epic.
In the past, they would've either asked for way more royalties (e.g. 20%) or several hundred thousand dollars up-front.
Now, being able to pay $20 up-front per team member, and then pay off a modest licensing cost only when you're making money... is worlds apart. The only time that this is a worse deal is if you're selling millions of copies of a $50 game... In that case, you're probably a big AAA studio, and you can afford to just deal with Epic the traditional way and pay them half a million dollars up-front.
CryTek has made a similar move today as well:
http://www.cryengine.com/news/crytek-announces-its-cryengine-as-a-service-program
For $10 a month per-person, you get access to CryEngine, including the C++ game code (but no C++ engine code) and no royalties.
Both Epic and CryTek here are moving over to making PC games extremely cheap to develop, and must be just sticking to their old business model for customers who want to make PS4/Xbone games, or customers who want to pay a huge sum up-front instead of royalties.
This is going to put pressure on Unity. I'd expect to see a change in their prices quite soon too.
I imagine that yeah, this is going to put an even larger amount of pressure on guys like C4, LeadWerks, Unigine, etc... I'd like to license my own engine product (beyond the one client I have so far), but competing against CryTek and Epic just got a lot harder!