Microsoft has been talking about plans for an Xbox mobile gaming store for a couple of years now, and the company plans to launch it in July. Speaking at the Bloomberg Technology Summit earlier today, Xbox president Sarah Bond revealed the launch date and how Microsoft is going to avoid Apple’s strict App Store rules, The Verge reported.
“We’re going to start by bringing our own first-party portfolio to [the Xbox mobile store], so you’re going to see games like Candy Crush show up in that experience, games like Minecraft” says Bond. “We’re going to start on the web, and we’re doing that because that really allows us to have it be an experience that’s accessible across all devices, all countries, no matter what and independent of the policies of closed ecosystems.
Although Bond alluded to games and an actual store in her statement during her interview at the Bloomberg Tech Summit, a statement provided to The Verge paints a slightly different picture. “This year we will debut our first mobile offering where mobile players can find deals on our firs mobile offering where mobile game players can find deals on their favorite in-game items and discover new games, starting on the web so players can access it anywhere,” Bond says, “This web-based store is the first step in our journey to building a trusted app store with its roots in gaming.”
The store will be focused on first-party mobile games from Microsoft’s various studios, which include huge hits like Call of Duty: Mobile, and Candy Crush Saga, Bond says. The company will extend this to partners at some point in the future, too.
TechCrunch reported reported that by launching the store on the web, as opposed to an app, Microsoft would present an alternative to Apple and Google, which charge a 30% fee on sales.
The official announcement comes as Microsoft has been talking about launching an Xbox mobile gaming store for quite some time now. Last December, Microsoft Gaming CEO Phil Spencer said the company was in discussions with partners about launching an Xbox mobile store, and noted that it would arrive sooner than later.
Microsoft first hinted at a mobile store back in 2022 when it announced deal to acquire Activision Blizzard. Microsoft had said in filings that one of the major reasons it wanted to acquire Activision Blizzard was to build out its mobile gaming presence. In October 2022, Microsoft’s filings with the CMA revealed that it planned to create a new “Xbox Mobile Platform” that includes mobile games by Activision and King.
GameSpot reported reported Microsoft stated that it planned to launch a gaming storefront last year after the European Union’s Digital Markets Act made it easier for tech companies to start their own direct-to-consumer stores, eschewing Apple’s dominant “walled garden” approach. Bond said that the store will initially feature games from Microsoft-owned studios, such as Candy Crush Saga.
The storefront marks Microsoft’s latest attempt at entering the lucrative mobile gaming space, a market segment that Xbox is not usually associated with. The platform holder’s $69 million acquisition of Activision Blizzard helped set up this move, as the publisher includes Candy Crush developer King, one of the biggest players in the mobile space.
In my opinion, Microsoft is likely to attract players that might not have had access to Activision Blizzard King’s games. This could open a whole new world of mobile gaming for everyone.