Microsoft is entering the mobile game market with its own web-based app store, which will launch in July. The company aims to directly compete with the Apple App Store and Google Play Store. This is a big deal but is likely a result of Apple and Google being forced to let other storefronts on their devices.
Microsoft’s web store will start by featuring its current games, such as Candy Crush Saga, and give players discounts on in-app purchases. Sarah Bond, the President of Xbox, revealed the intentions at the Bloomberg Technology Summit (found by Bloomberg), mentioning that the store will later welcome other companies to sell their games.
Microsoft highlighted the ability of this web-based model to work across different platforms as a key advantage. This strategy allows Microsoft to avoid limitations and charges imposed by closed app store systems. The company aims to establish a store that enables gaming experiences on consoles, PCs, and mobile devices. The well-known game Minecraft may be one of the first additions to enhance the appeal of the new store.
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Microsoft is making a big push to be a major player in the $90 billion mobile gaming market. After acquiring Activision Blizzard for $69 billion, the tech giant is demonstrating its dedication to this goal. Apple and Google control how mobile games are sold and take a big share of the money that developers make. Microsoft wants to give game makers another option and better deals. They also plan to offer lower prices for things you can buy while playing.
The European Union’s Digital Markets Act may have affected the timing of Microsoft’s announcement. This regulation aims to open up the digital marketplace and allows companies to create their online stores to sell directly to consumers, bypassing traditional app store channels.
The rivalry between mobile game platforms has been ongoing, with Epic Games at the forefront of challenging the current situation. In 2020, Epic’s dispute with Apple and Google over in-app purchase rules led to legal conflicts that still affected the industry. With Microsoft now joining the competition, a major new player is in the mix, potentially causing a big change in mobile gaming.
We thought it was just Epic Games that would join this fight, but it looks like the giants are coming for blood. Who knows, maybe Nintendo or Sony will join in, too.
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