Microsoft is set to launch an Xbox mobile gaming store in July, with the aim of avoiding Apple’s strict App Store rules. Xbox president Sarah Bond revealed the launch date at the Bloomberg Technology Summit, stating that the store will initially focus on first-party mobile games from Microsoft’s various studios, such as Candy Crush and Minecraft. The store will start on the web to ensure accessibility across all devices and countries, independent of closed ecosystem stores’ policies. Microsoft plans to extend the store to partners in the future, indicating a potential challenge to existing mobile app stores like Apple and Google’s.
The company had been preparing for the launch of the mobile gaming store in anticipation of regulatory action that might force Apple and Google to open up their app stores. The decision to launch a web-only store raises questions about how Microsoft will position itself as an alternative to established mobile game stores. However, Bond hinted that Microsoft plans to “extend” beyond the web, suggesting that it may eventually launch a true rival to Google and Apple’s app stores. Microsoft’s goal is to offer Xbox and content from both first-party and third-party partners across any screen where players would like to engage.
Microsoft’s long-term vision is to be able to provide Xbox and gaming content on any device where players want to engage, including mobile devices. Microsoft Gaming CEO Phil Spencer emphasized this in an interview with the Financial Times, stating that they are building towards a future where devices are more open. The upcoming Xbox mobile store is seen as a step towards this goal, enabling players to access a range of games and content on their preferred devices. The store’s launch is part of Microsoft’s broader strategy to expand its reach and provide more options for gamers across different platforms.
The decision to focus on first-party mobile games initially indicates Microsoft’s commitment to showcasing its own content in the store. By offering popular titles like Call of Duty: Mobile and Candy Crush Saga, Microsoft hopes to attract a loyal user base to the Xbox mobile store. The eventual inclusion of third-party partners suggests that the store will offer a diverse selection of games to cater to a wider audience. Microsoft’s emphasis on accessibility and openness reflects its determination to provide a more inclusive gaming experience for players across various devices and regions.
The company’s approach to launching a web-only mobile store suggests a strategic move to establish a presence in the mobile gaming market before potentially expanding into a full-fledged app store. By starting on the web, Microsoft can ensure a broader reach and circumvent the restrictions imposed by existing app stores. This approach also aligns with Microsoft’s larger goal of offering gaming content on all screens, regardless of platform or device. As the company continues to expand its gaming ecosystem, the Xbox mobile store represents a significant milestone in its efforts to provide a seamless and inclusive gaming experience for players worldwide.
Overall, Microsoft’s planned launch of the Xbox mobile store signals its commitment to expanding its presence in the mobile gaming market and offering a more diverse range of gaming options to players. By focusing on first-party games initially and eventually extending to third-party partners, Microsoft aims to create a comprehensive gaming platform accessible across different devices and regions. The company’s strategy of starting with a web-only store and potentially expanding to a full-fledged app store demonstrates its long-term vision of providing gaming content on all screens. As Microsoft continues to innovate and grow its gaming ecosystem, the Xbox mobile store represents a key opportunity to attract a wider audience and establish a strong foothold in the competitive mobile gaming industry.