Microsoft's Xbox division is actively engaged in discussions to launch a formidable mobile game store, aiming to compete head-on with the dominant platforms of Apple's App Store and Google Play, Video Games Chronicle reports.
Phil Spencer, the head of Xbox gaming, confirmed this strategic move, emphasizing its pivotal role in Microsoft's future gaming landscape.
Phil Spencer who is the head of Microsoft's Xbox division addresses Microsoft's Xbox media briefing before the opening day of the Electronic Entertainment Expo, known as E3 in Los Angeles, California on June 15, 2015.
Xbox Gears Up for a Mobile Store
As reported by Bloomberg, Spencer revealed that these talks involve potential partners, underlining the significance of providing more options for monetization on mobile devices.
Despite refraining from specifying an exact launch date, Spencer hinted at a sooner-than-expected arrival of this mobile marketplace, indicating an accelerated timeline for its introduction.
The momentum behind this initiative becomes evident in Microsoft's recent acquisition of gaming giant Activision Blizzard. This $69 billion deal was not solely about acquiring popular franchises like Call of Duty; it was primarily motivated by Microsoft's fervent ambition to solidify its position in the mobile gaming sphere.
The merging of forces with Activision Blizzard instantly grants Xbox a considerable stake in mobile gaming. Titles such as Candy Crush, Call of Duty Mobile, and Diablo Immortal now fall under Microsoft's umbrella, propelling the company into where billions of gamers engage.
Xbox Entering the Mobile Market
In an Xbox podcast last month, Phil Spencer highlighted the importance of tapping into the mobile gaming market, stating, "There's just no way to really plot the future without being on the platform that most of the planet plays on." Acknowledging the distinct dynamics of mobile gaming, he emphasized the need to cater to a diverse array of business models and distribution methods.
However, entering the realm of mobile gaming will not be that easy. Market trends depict a decline in spending within the mobile gaming industry, presenting an obstacle that Microsoft aims to navigate strategically.
Moreover, the regulatory landscape poses hurdles, especially considering ongoing legal battles in the digital marketplace. Epic Games' lawsuits against Apple and Google underscore the contentious issues surrounding store practices and revenue-sharing models.
In the midst of these challenges, Microsoft's envisioned mobile store emerges as a potential beacon of choice. Spencer emphasized the need for diversity and highlighted Xbox's cloud gaming technology, enabling blockbuster game streaming to mobile phones—an offering that aims to set Xbox apart in the mobile gaming sphere.
During a fan event in Brazil, Spencer interacted with gamers who expressed expectations for Blizzard's World of Warcraft. He pledged to relay this feedback to the newly acquired team, signaling Microsoft's commitment to engaging with the gaming community and addressing their desires.
The imminent launch of their mobile game store marks a pivotal moment in Microsoft's gaming trajectory, poised to challenge the status quo and offer a fresh avenue for gamers worldwide.
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