Microsoft to Launch Mobile Game Store in July
Microsoft is set to enter the mobile gaming market directly with the launch of its own store this July. The company confirmed the timeline during the Bloomberg Technology Summit, signaling a major shift in how the tech giant distributes its gaming content.
Sarah Bond, president of Xbox, stated that the platform will debut with Microsoft’s own catalog, including major franchises such as Minecraft and Candy Crush. Following the initial rollout, the company intends to invite third-party publishers to host their games on the platform.
A Web-First Approach
Unlike traditional app stores that rely on native downloads, Microsoft is prioritizing a web-based experience. Bond explained that this strategy ensures the store remains accessible across all devices and regions, bypassing the restrictive policies often found in closed ecosystem stores.
By opting for a web-based storefront, Microsoft creates a direct competitor to the dominant Apple App Store and Google Play Store. This move allows the company to circumvent the 30% commission fees typically levied by those platforms on digital sales.
Strategic Expansion
The ambition to develop an Xbox-branded mobile platform has been a long-term goal for Microsoft, initially highlighted during the high-profile acquisition of Activision Blizzard. Documents submitted to the UK’s Competition and Markets Authority (CMA) in 2022 confirmed that the company aimed to leverage the mobile expertise of Activision and King to establish this new ecosystem.
The launch comes at a time of increased regulatory scrutiny for mobile gatekeepers. While the European Union’s Digital Markets Act (DMA) is already compelling companies like Apple and Google to open their platforms, Microsoft’s initiative is designed to provide a competitive alternative in the United States and global markets.
The company has been signaling this development for months. Last December, Microsoft Gaming CEO Phil Spencer confirmed that discussions with potential partners were underway, noting that the launch was a priority for the organization.