Microsoft has been preparing to introduce a mobile version of the games store to the Xbox platform for some time now. Now, it has been announced that the store will be opening soon. Details about the launch date and methods to bypass the restrictions imposed by the App Store were revealed by Xbox CEO Sarah Bond.
Microsoft has been particularly active recently. After the acquisition of Activision Blizzard, we can observe numerous changes in the structure of this American giant. Recently, we learned about the liquidation of studios belonging to Bethesda and the unexpected end of the activities of renowned game creators such as Hi-Fi Rush and Prey. Now, new information has appeared suggesting a significant change in Microsoft’s game publishing strategy.
The American corporation is gradually planning to move away from the Xbox brand, replacing it with Microsoft Gaming. However, this process will not be implemented immediately, as the integration with the acquired companies is still ongoing. The change in the game publishing policy is to affect their more frequent and easier delivery to the PlayStation 5 platform. These plans also apply to games that were previously considered exclusive to Xbox. Whether this information turns out to be true, we will find out in the near future. We can be sure of one thing – Microsoft has achieved its goal and will soon, in July 2024, launch its own mobile Xbox store.
Microsoft’s New Strategy
According to TechCrunch, the Xbox Mobile Store will focus on mobile games from Microsoft’s internal studios, which are already highly regarded, such as Call of Duty Mobile and Candy Crush Saga. Sarah Bond, the recently appointed president of Xbox, confirmed in an interview at Bloomberg Technology Summit that the store will offer the full catalog of Microsoft’s main games. Additionally, the rollout will begin online and then expand to all devices and countries “no matter what.”
Why did Microsoft decide to take such a step? The company believes that the market lacks an offer that allows easy switching between different devices while having access to the same game library and one user account. The American giant intends to use this niche by offering an alternative to Apple and Google’s mobile stores. Microsoft also suggests that in the future it may develop the store’s offline operations, aspiring to be a serious competitor to current market platforms.
Mobile gaming for everyone
Interestingly, the first hints of a “next-gen store” began to emerge in early 2022, right after Microsoft announced its acquisition of Activision Blizzard. Phil Spencer, CEO of Microsoft Gaming, told the Financial Times at the time that he wanted to make Xbox games and its partners’ offerings available on any device players might choose. Mobile devices aren’t yet part of that strategy, but Microsoft is clearly aiming for a future where mobile gaming is more open and accessible to everyone.
Source: komorkomania.pl
