In the ever-evolving world of technology, Microsoft is making waves with its latest announcement. The tech giant has unveiled plans to launch its own mobile game store in July, a move that could potentially disrupt the current market dynamics.
The news broke at the Bloomberg Technology Summit, where Xbox president Sarah Bond shared the company’s ambitious plans. Microsoft aims to bring its first-party portfolio, including popular titles like Candy Crush and Minecraft, to the mobile store at launch. But that’s not all – the company also plans to open up the mobile store to other publishers, creating a diverse and exciting platform for gamers worldwide.
“We’re going to start on the web,” Bond stated, emphasizing the company’s commitment to accessibility. This approach allows the mobile store to be accessible across all devices and countries, independent of the policies of closed ecosystem stores. It’s a bold move that promises to extend Microsoft’s reach in the gaming world.
By launching the store on the web, as opposed to an app, Microsoft presents a compelling alternative to Apple and Google, both of which charge a hefty 30% fee on sales. This could potentially shake up the market and offer both developers and consumers a more favorable option.
This announcement doesn’t come as a complete surprise, though. Microsoft has been hinting at launching an Xbox mobile gaming store for some time now. Last December, Microsoft Gaming CEO Phil Spencer revealed that the company was in discussions with partners about launching an Xbox mobile store, promising that it would arrive sooner rather than later.
The first hint of a mobile store came back in 2022 when Microsoft announced a deal to acquire Activision Blizzard. The company stated in filings that one of the major reasons for the acquisition was to help build out its mobile gaming presence. In October 2022, Microsoft’s filings with the CMA revealed plans to create a new “Xbox Mobile Platform” that includes mobile games by Activision and King.
While the EU’s Digital Marketing Act (DMA) forces Apple and Google to open up their mobile app stores, Microsoft is looking to provide an alternative not just in the EU, but in the United States and beyond. This move could potentially reshape the mobile gaming landscape, offering a fresh and exciting platform for gamers and developers alike.
