Microsoft is planning its own app store
Microsoft plans to launch its own app store. The Xbox Mobile Store is designed to compete directly with the Google Play Store on Android smartphones. The company is also targeting Apple’s App Store.
In January, Microsoft announced the planned takeover of the video games company Activision Blizzard. A whopping 70 billion US dollars should go for the sale over the counter.
But even now, ten months later, the deal is not done yet. Because competitor Sony had reported concerns in several markets and thus called the competition authorities into action.
So does the British competition and market surveillance authority CMA. The Competition and Markets Authority has been investigating the takeover plans since July 2022.
But right here, in the CMA investigation, lies the key to Microsoft’s App Store plans. Because from the documents of the British regulator go Details of the planned Xbox Mobile Store out.
What are Microsoft’s plans for its Xbox Mobile Store?
Already beginning of the year Microsoft had hinted at its “next-gen store.” This should be dedicated exclusively to gaming.
Details were not previously known, but these are now evident from the documents of the CMA. Because Microsoft has to explain the motives behind the purchase of Activision Blizzard to the supervisory authority.
Accordingly, 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 should work on “a range of devices” – including mobile devices. Here Microsoft wants to “take users away” from the Google Play Store and Apple’s App Store. However, this would require a fundamental change in consumer behavior.
Microsoft hopes that by offering familiar and popular content, players will be more inclined to try something new.
Which games does Microsoft want to bring to the new store?
As The Verge supposed, Microsoft could make its game store attractive to many users with Call of Duty and Candy Crush Saga. Both games come from Activision Blizzard.
This is also evident from the documents of the CMA. In a statement, Microsoft points out the possible income from mobile games. Accordingly, 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 the mobile gaming space, and the transaction will bring much-needed expertise in mobile gaming development, marketing and advertising. Activision Blizzard will be able to bring its mobile game development and publishing experience to the Xbox game studios.
A participation of the game manufacturer Epic also closes The Verge not from. Because after the Fortnite dispute with Apple, a close partnership between Microsoft and Epic cannot be ruled out.
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