Microsoft announced its forthcoming entry into the mobile gaming market with the launch of its own mobile game store, set to debut in July. This revelation came during the Bloomberg Technology Summit, where Xbox president Sarah Bond shared insights into Microsoft’s ambitious plans.
The company intends to kick off its mobile gaming venture by featuring its first-party portfolio, which includes popular titles such as Candy Crush and Minecraft, upon the store’s launch. Bond elaborated on Microsoft’s strategy, emphasizing the initial focus on a web-based platform to ensure accessibility across various devices and regions. By bypassing the constraints of closed ecosystem stores, Microsoft aims to offer users a seamless gaming experience independent of restrictive policies.
This move also positions Microsoft as a potential competitor to established players like Apple and Google, who currently dominate the mobile app market and charge a 30% fee on sales. Microsoft’s decision to launch the store on the web, rather than as a standalone app, underscores its commitment to providing an alternative platform for developers and gamers alike.
The announcement marks the culmination of Microsoft’s longstanding aspirations to expand its presence in the mobile gaming sector. Discussions surrounding the launch of an Xbox mobile gaming store have been ongoing, with Microsoft Gaming CEO Phil Spencer hinting at its imminent arrival as far back as December. The acquisition of Activision Blizzard in 2022 further fueled speculation, with Microsoft citing mobile gaming as a key focus area in its strategic plans.
While regulatory pressure in the EU has compelled Apple and Google to make concessions regarding their app store policies, Microsoft’s move signals its intention to carve out a significant presence in the mobile gaming landscape, both within and beyond the European market. With its vast resources and established gaming ecosystem, Microsoft’s foray into mobile gaming is poised to shake up the industry and offer consumers a compelling alternative to existing platforms.
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