Microsoft wants to launch its own app store. The Xbox Mobile Store is to compete directly with the Google Play Store on Android smartphones. However, the company is also taking aim at Apple’s App Store.
It was only in January that Microsoft announced the planned takeover of the video games company Activision Blizzard. A whopping 70 billion US dollars are to go over the counter for the sale.
But even now, ten months later, the deal is still not in the bag. Competitor Sony has raised concerns in several markets, prompting competition authorities to take action.
This is also the case with the UK Competition and Markets Authority (CMA). The Competition and Markets Authority has been investigating the takeover plans since July 2022.
But it is precisely here, in the CMA investigation, that the key to Microsoft’s app store plans lies. Because details about the planned Xbox Mobile Store emerge from the documents of the British regulatory authority.
What are Microsoft’s plans for its Xbox Mobile Store?
Microsoft had already hinted at its “next-generation store” at the beginning of the year. This would be dedicated exclusively to gaming.
Details were not known until now, but they now emerge from the CMA’s documents. Microsoft has to explain the motives behind the purchase of Activision Blizzard to the regulatory authority.
According to the documents, Microsoft wants to expand its presence in the gaming sector, which is an important motivation for the purchase.
The transaction will enable Microsoft to create a next-generation game store.
The Xbox Mobile Store is expected to work on “a range of devices” – including mobile devices. Here, Microsoft wants to “move users:in” away from the Google Play Store and Apple’s App Store, he said. However, a fundamental change in consumer behavior is necessary for this to happen, he said.
Microsoft hopes that by offering familiar and popular content, gamers will be more inclined to try something new.
What games does Microsoft plan to bring to the new store?
As The Verge suspects, Microsoft could make its Game Store attractive for many users:inside with Call of Duty and Candy Crush Saga. Both games come from Activision Blizzard.
This also emerges from the CMA’s documents. Here, Microsoft points to the potential revenues in the mobile games segment in a statement. According to the statement, these revenues accounted for more than half of Activision Blizzard’s revenues in the first half of 2022.
Microsoft currently has no significant presence in mobile gaming, and the deal will bring much-needed expertise in mobile game development, marketing and advertising. Activision Blizzard will be able to bring its mobile game development and publishing experience to Xbox game studios.
The Verge also does not rule out the involvement of game maker Epic. After all, after the Fortnite dispute with Apple, a close partnership between Microsoft and Epic cannot be ruled out.
