Microsoft to launch Xbox mobile store, reshaping gaming landscape

Recently, Microsoft has been particularly active. Following the acquisition of Activision Blizzard, numerous changes can be observed in the structure of this American giant. It was also announced that Bethesda's studios were being dissolved, and renowned game creators such as Hi-Fi Rush or Prey unexpectedly halted operations. New information suggests a significant shift in Microsoft's game publishing strategy.

The American corporation plans to gradually move away from the Xbox brand, replacing it with Microsoft Gaming. However, this transition will not happen overnight, as integration with acquired companies is ongoing. The shift in game publication policy is expected to make their availability on the PlayStation 5 platform more familiar and accessible. These plans also affect games that have been considered exclusive to Xbox. Whether this information will materialize remains to be seen. One thing is sure – Microsoft has achieved its goal and soon, in July 2024, will launch its own Xbox mobile store.

According to reports from TechCrunch, the Xbox Mobile Store will focus on mobile games from Microsoft's internal studios, which are already highly acclaimed, such as Call of Duty Mobile or Candy Crush Saga. Sarah Bond, the president of Xbox who recently assumed this role, confirmed in a conversation at the Bloomberg Technology Summit that the store will offer a complete catalogue of Microsoft's significant games. Moreover, introducing the service will begin online and then be expanded to all devices and countries "without exception".

Why has Microsoft decided to take this step? The company believes there is a lack of market offerings allowing easy switching between different devices while accessing the same game library and a single user account.

The American giant aims to exploit this niche by offering an alternative to Apple and Google's mobile stores. Microsoft also suggests that in the future, it might expand store operations beyond online, aspiring to be a severe competitor to current market platforms.

Interestingly, the first information about the "next-generation store" emerged in early 2022, shortly after Microsoft announced the acquisition of Activision Blizzard. During an interview with the Financial Times, Phil Spencer, CEO of Microsoft Gaming, declared his aim to enable access to Xbox games and offers from their partners on any device players might choose.

Mobile devices were not yet included in this strategy, but Microsoft is clearly working towards a future where mobile gaming is more open and available.