Microsoft disclosed it was preparing an Xbox mobile store to compete with Google Play and the App Store as part of the inquiry into its acquisition of Activision Blizzard. According to a recent interview, this new store might open earlier than we anticipated.
Several variables will affect the Xbox app store’s success. The first is the well-known mobile games from Activision Blizzard, which Microsoft plans to use to increase interest in its app store. For instance, Microsoft’s app store might decide to make Call of Duty: Mobile and the upcoming Call of Duty: Warzone Mobile exclusives. Call of Duty: Mobile presently has over 190 million downloads.
Meanwhile, Activision Blizzard’s proposed acquisition by Microsoft is still subject to regulatory approval. The app shop might debut in 2017 if this transaction is authorized, according to Microsoft Gaming CEO Phil Spencer in an interview with the Financial Times (via The Verge). However, this presumes that regulators can foster an atmosphere where competing app stores can flourish.
The second component of Microsoft’s strategy is the EU’s Digital Markets Act, which aims to promote competition in the consumer technology industry. With Android smartphones, alternative app stores are possible, but they are essentially unusable due to Google Play’s dominance. Other app shops cannot be installed on iOS devices, according to Apple. Microsoft, therefore, believes that authorities will compel Apple and Google to establish conditions that would allow for the competition of other app shops. The law goes into effect on May 2, 2023, and businesses found to be in violation have until March 6, 2024, to change their ways.
Microsoft’s efforts to enter the mobile gaming market exceed this planned app store. Thanks to numerous agreements, recent portable gaming devices like the Razer Edge now have Game Pass as a standard feature. The majority of Android tablets and smartphones support cloud-based Xbox gameplay.
For Microsoft to succeed in the mobile gaming market, the future must be more clearly defined. Even if the acquisition is authorized, Microsoft recently claimed it planned to gradually replace Call of Duty: Mobile with Call of Duty: Warzone. Nevertheless, contrary statements from Activision Blizzard suggest that support will last very long. There are many obstacles to get past. Even if Microsoft successfully launches an app store, it may greatly impact the mobile game industry.