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October 07.2025

2 Minutes Read

Atlassian’s Revenue Model Transformation: Keep 100% Marketplace Earnings

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A Major Shift in Revenue Structure for Atlassian Partners

In a pivotal move set to energize the developer community, Atlassian has launched a significant incentive for its Runs on Atlassian partners, allowing them to retain 100% of Marketplace revenues until they reach $1 million in lifetime earnings associated with Forge applications. This early rollout, expedited ahead of a broader plan laid out in May, reflects Atlassian's commitment to foster innovation and sustained collaboration among developers in its ecosystem.

Understanding the New Revenue Model

Atlassian’s strategy focuses on establishing a sustainable environment for its partners to flourish. By granting full revenue retention for the first $1 million, the company alleviates financial pressure, allowing developers to invest more in improving and expanding their offerings on the Marketplace. Lifetime Forge revenue, the metric by which these earnings are calculated, begins accumulating the moment a partner’s Forge app is listed, ensuring that even previously existing apps receive this financial incentive. This crucial change provides a window of opportunity for both established and incoming developers.

The Impacts on Current and Aspiring Developers

For those already holding Runs on Atlassian badges, the transition to this new revenue structure will be seamless; eligible partners will automatically see these incentives reflected in their payouts. Meanwhile, new developers considering launching apps on the platform can benefit immediately from this incentivized approach. As a testimony to the effectiveness of Agile development practices, Atlassian aims to enhance communication, innovation, and workflow transformation within organizations.

A Future Focused on Collaboration and Growth

With an eye toward not just immediate financial gain, Atlassian's new incentive structure showcases a larger trend towards ongoing partnerships and adaptability within the tech industry. As the demand for enterprise-grade solutions grows, the ability to maintain revenue streams while fostering innovation is crucial. As Atlassian continues to modernize its Marketplace, the integration of various app types, such as Agile Playbooks and testing tools, becomes more streamlined, thus enhancing user experience and interaction.

In conclusion, as Atlassian shifts more value back to developers, it underscores the ecosystem's collaborative spirit. The ability to retain full earnings allows partners to reinvest in their solutions, ultimately driving higher quality outcomes for clients and more innovation across the platform.

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Atlassian’s Revenue Model Transformation: Keep 100% Marketplace Earnings

A Major Shift in Revenue Structure for Atlassian Partners

Understanding the New Revenue Model

The Impacts on Current and Aspiring Developers

A Future Focused on Collaboration and Growth

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