Microsoft is set to launch its own mobile game store in July, according to an announcement made by Xbox president Sarah Bond at the Bloomberg Technology Summit. The company plans to initially bring its first-party portfolio, which includes popular titles like Candy Crush and Minecraft, to the mobile store at launch. Microsoft intends to then open up the store to other publishers, providing a platform for a wide range of mobile games.
What sets Microsoft’s approach apart is that it will be launching the store on the web rather than as a standalone app. This decision is strategic, as it allows Microsoft to offer an alternative to Apple and Google, who currently charge a 30% fee on sales made through their app stores. By presenting a web-based store, Microsoft aims to provide a more accessible experience across all devices and countries, independent of the policies of closed ecosystem stores.
The official announcement of Microsoft’s mobile game store comes after months of speculation and hints from the company. Last December, Microsoft Gaming CEO Phil Spencer mentioned that discussions were underway with partners regarding the launch of an Xbox mobile store. He also stated that it would be arriving sooner rather than later, indicating the company’s eagerness to expand its presence in the mobile gaming market.
The idea of a mobile store was first hinted at by Microsoft in 2022 when it announced its acquisition of Activision Blizzard. In filings related to the acquisition, Microsoft expressed its intention to leverage Activision Blizzard’s resources to strengthen its mobile gaming presence. The plan was to create a new “Xbox Mobile Platform,” which would include popular mobile games from Activision and King.
While recent regulations like the EU’s Digital Marketing Act (DMA) have forced Apple and Google to open up their mobile app stores to more competition, Microsoft is positioning itself as an alternative in the United States and beyond the EU. By offering its own mobile game store, Microsoft aims to provide developers and gamers with greater choice and potentially drive more innovation and competition in the mobile gaming industry.
In conclusion, with its upcoming mobile game store, Microsoft is poised to disrupt the mobile gaming market by offering an alternative platform that challenges the dominance of Apple and Google. By launching on the web, Microsoft aims to provide a more accessible and inclusive experience while also bypassing the fees imposed by other app stores. This move is part of Microsoft’s broader strategy to expand its presence in the mobile gaming industry, leveraging its acquisitions and partnerships to offer a diverse range of games to players worldwide. As the launch approaches in July, it will be interesting to see how Microsoft’s mobile game store is received and whether it can truly shake up the status quo.