[Mobile Games] Microsoft plans to compete with the Apple Store and Google Play: it will have its mobile game store

[#Steeven.™]

If we already had plenty of mobile app stores, Microsoft is keeping another one in development. In fact, it wants to stand up to Google and Apple on their own ground: thanks to the purchase of Activision Blizzard, Microsoft will give the definitive push to an Xbox mobile store.

Each operating system currently has its centralized repository for the distribution of applications, whether free or paid. Well known are the Google Play Store and the Apple Store, as well as alternatives from different brands and developers, such as the Samsung Galaxy Store or the Epic Store. Given that software offers a huge space for monetization, it is not surprising that companies as big as Microsoft are looking for their slice of the mobile pie.

Xbox mobile gaming platform with built-in store

Microsoft has spent years seeking to be (and remain) relevant in the world of video games. And not only thanks to its Xbox platform, but also with the gigantic purchases that involved the acquisition of Bethesda or Activision Blizzard. Thanks to the enormous volume of software, and with the multiplatform involvement of videogames, the jump to mobile devices is more than logical. Especially since Microsoft has a player the size of King in its portfolio.

One of Microsoft's latest purchases, that of Activision Blizzard, is being discussed by the competition authorities. Precisely, the Competition and Markets Authority of the United Kingdom, the CMA, has documentation related to the purchase that has brought a secondary revelation: the plans to create a mobile game store.

At the beginning of 2022, Microsoft already revealed part of its intentions around mobile stores. Now, according to the CMA documentation, it is clear that the Xbox store for mobile games will be a reality, as specified by Microsoft in the documentation attached to the competition authority:

"The transaction will enhance Microsoft's ability to create a next-generation game store that works across a range of devices, including mobile, by incorporating Activision Blizzard content. Leveraging Activision Blizzard's existing player communities , Xbox will try to expand the Xbox Store to mobile, drawing gamers to a new Xbox mobile platform, However, moving consumers away from the Google Play Store and App Store on mobile will require a major change in consumer behavior. Microsoft hopes that by offering familiar and po[CENSORED]r content, gamers will be more inclined to try something new."

Microsoft will seek to attract players to its mobile Xbox store by "taking them away" from the already established stores: Google Play and the App Store. With the huge catalog of games that King owns, and those that the rest of the Activision Blizzard franchises can offer (apart from Microsoft's own or Bethesda's, for example), what Microsoft has in excess are weight franchises.

With Microsoft abandoning its own mobile system in favor of adapting to Android and iOS, the move to bring the Xbox store to smartphones will not only bring more competition, but also more questions for gamers. Download a game from the official store, from an alternative, from the developers, from Microsoft...? With the dilemma of the commissions applied in the background, the excessive fragmentation of platforms will end up being tremendously confusing.

 

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