Microsoft is launching an Xbox mobile gaming store to challenge Apple and Google

After many years, Microsoft is finally launching its long-rumoured Xbox mobile game store in July 2024.

Announced at the Bloomberg Technology Summit, the initial focus will be on Microsoft's own library of mobile games, including popular names like Candy Crush Saga and Minecraft with plans to open up to other publishers later to further solidify Microsoft's presence in the mobile gaming market.

Notably, Microsoft is taking a unique approach. It won't be a traditional app store. Microsoft is opting for a web-based platform, accessible from any device with a web browser.

With this strategy, gamers will be able to access the store from any smartphone, tablet, or computer, regardless of operating system. Additionally, the web platform bypasses the limitations and fees (often 30%) imposed by established giants like Apple's App Store and Google Play Store. Finally, a web store avoids potential regional restrictions that might be present in traditional app stores.

This move aligns with Microsoft's long-term goal of expanding its mobile gaming reach positioning it as a potential challenger to the dominance of Apple's App Store and Google Play Store in the mobile gaming market. The 2022 acquisition of Activision Blizzard, known for powerhouse mobile franchises, further underscored this focus.

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TechloyEmmanuel Oyedeji

Microsoft's web-based store also arrives amidst growing scrutiny of app store giants like Google and Apple. Various governments have forced these companies to make changes to their app store practices, potentially paving the way for new competitors.

Whether Microsoft will offer downloadable games, game streaming, or both remains to be seen. With its existing Xbox Cloud Gaming service offering game streaming to mobile devices, the possibility of integrating that technology exists.