Microsoft Announces July Launch for Xbox Mobile Game Store
At the recent Bloomberg Technology Summit, Xbox President Sarah Bond revealed Microsoft’s plans to launch its mobile game store this July. This strategic move positions Microsoft to compete directly with Apple and Google in the mobile gaming marketplace.
Key Features of the New Mobile Store
- Initial focus on first-party titles including popular games like Candy Crush and Minecraft
- Web-based platform for universal accessibility across devices and regions
- Future expansion to include third-party publishers
“We’re starting on the web to ensure accessibility across all devices and countries, regardless of closed ecosystem policies,” Bond explained. “From there, we’ll continue expanding our offerings.”
Strategic Advantages Over Compe*****s
The web-based approach offers several benefits:
- Bypasses app store fees (currently 30% on Apple and Google platforms)
- Greater developer flexibility with fewer platform restrictions
- Broader market reach without being limited by regional app store policies
Microsoft’s Long-Term Mobile Gaming Strategy
This announcement follows years of preparation:
- December 2023: Microsoft Gaming CEO Phil Spencer hinted at impending mobile store plans
- 2022 Activision Blizzard acquisition: Microsoft cited mobile gaming expansion as a key motivation in regulatory filings
- October 2022: Plans for an “Xbox Mobile Platform” using Activision and King content were revealed to regulators
Global Implications Beyond the EU
While the EU’s Digital Markets Act (DMA) requires Apple and Google to open their ecosystems, Microsoft’s web-based solution provides:
- A competitive alternative in the United States and other markets
- Potential for more favorable revenue sharing with developers
- Cross-platform compatibility without app store dependencies
This launch represents Microsoft’s most significant push into mobile gaming to date, leveraging its extensive game portfolio and web technology to challenge the current mobile marketplace duopoly.
