Microsoft Sets to Revolutionize Mobile Gaming with Xbox Store Launch
Microsoft has been gearing up to launch a mobile version of the Xbox gaming store for some time now, and details about the storefront's impending opening have recently been unveiled. Xbox President Sarah Bond has shared insights into the launch date and strategies for navigating the restrictions of the App Store.
11 May 2024 13:03
Microsoft has seen several organisational shifts in heightened activity following its acquisition of Activision Blizzard. Notably, it was disclosed that Bethesda's studios were being wound down and that there had been an abrupt halt to operations from esteemed game developers like Hi-Fi Rush and Prey. The latest revelations suggest a significant shift in Microsoft's approach to game publishing.
The tech giant plans to gradually transition from the Xbox branding to Microsoft Gaming. This rebranding won't happen overnight, as the integration of newly acquired companies is still in progress. A notable aspect of this strategic pivot is the anticipated increase in game releases on the PlayStation 5, which might include titles previously exclusive to Xbox.
While the accuracy of these developments remains to be confirmed, what is certain is that Microsoft has met its objectives and is on track to debut its Xbox mobile store in July 2024.
New Microsoft Strategy
According to TechCrunch reports, the Xbox Mobile Store will initially spotlight mobile titles from Microsoft's roster, including widely popular games like Call of Duty Mobile and Candy Crush Saga. Sarah Bond, recently appointed president of Xbox, highlighted in a discussion at the Bloomberg Technology Summit that the store would feature a comprehensive catalogue of Microsoft's primary games. Furthermore, the rollout of this service is set to start online before expanding across various devices and regions without exception.
Microsoft's move into mobile game stores stems from a perceived gap in the market for seamless transitions between devices while maintaining access to a unified game library and a singular user account. By offering an alternative to the mobile store options from Apple and Google, Microsoft aims to carve out a unique space for itself and potentially challenge the dominance of existing digital platforms.
Mobile Gaming Available to All
The concept of a "next-generation store" began circulating in early 2022, shortly after Microsoft's acquisition of Activision Blizzard was made public. In a Financial Times interview, Phil Spencer, CEO of Microsoft Gaming, expressed his vision for making Xbox games and partner offerings available on any chosen device.
While mobile platforms were not initially included in this vision, Microsoft's current endeavours underscore a commitment to making mobile gaming more accessible and widespread.
