In a recent revelation at the Bloomberg Technology Summit, Microsoft unveiled its ambitious plan to launch its own mobile game store in July. Xbox president Sarah Bond took the stage to announce the company’s strategic move, which aims to shake up the mobile gaming landscape.
The core of Microsoft’s strategy lies in leveraging its rich first-party portfolio, featuring blockbuster titles like Candy Crush and Minecraft, to spearhead the mobile store’s launch. But Microsoft doesn’t plan to stop there; the tech giant intends to open up its platform to other publishers, fostering a diverse ecosystem of mobile gaming content.
What sets Microsoft’s approach apart is its decision to debut the store on the web rather than as a standalone app. This move is strategic, allowing Microsoft to sidestep the limitations imposed by closed ecosystem stores like Apple’s App Store and Google Play, which levy a hefty 30% fee on sales. By opting for a web-based platform, Microsoft ensures accessibility across all devices and regions, free from the constraints of traditional app store policies.
This announcement isn’t coming out of the blue. Microsoft has been hinting at its mobile gaming ambitions for some time now. The acquisition of Activision Blizzard in 2022 was a pivotal moment, signaling Microsoft’s intent to bolster its presence in the mobile gaming sphere. With plans for a dedicated “Xbox Mobile Platform” already in motion, Microsoft is poised to capitalize on the vast potential of mobile gaming.
While regulatory pressures in the EU are forcing Apple and Google to rethink their app store policies, Microsoft sees an opportunity to offer a compelling alternative, not only in the United States but also on a global scale. With the stage set for a paradigm shift in the mobile gaming industry, Microsoft is ready to carve out its place in this lucrative market.
