Microsoft Is Launching Its Own Mobile Game Store

Microsoft is officially entering the mobile gaming store scene this summer. With the acquisition of Activision-Blizzard-King formalized, the legal precedent of Epic vs. Apple settled, and the European Union disrupting the digital market, Microsoft and Xbox believe the time is right to vie for a piece of the market.

The current mobile gaming store ecosystem is primarily dominated by Apple's App Store, Google Play, and their respective fees and terms, so there's not a ton of options when it comes to where consumers purchase mobile games. Some may recall Epic Games' 2021 anti-monopoly lawsuit against Apple, which concluded in early 2024 without making too much headway against this alleged monopoly. But now Microsoft is entering the fray with a new strategy.

Sarah Bond, President of Xbox, announced at the Bloomberg Tech Summit that Xbox's mobile gaming store will arrive in July of this year. Bond explained that what will make Xbox's mobile store unique is its initial accessibility «on the web,» as opposed to Apple or Google's app-based mobile stores. The store will initially feature deals on in-game items for first-party Xbox games and will eventually open the selection to outside publishers. Bond went on to further explain that the decision to start with a web-based store «allows [Xbox] to have it be an experience that's accessible across all devices, all countries, no matter what, independent of the policies of closed ecosystem stores.»

Bond specifically mentioned Microsoft's controversial acquisition of Activision-Blizzard-King, finalized in October 2023, as one of the reasons for the move to mobile. With this purchase, games like Candy Crush Saga, Call of Duty Mobile, and Hearthstone all fall under Microsoft's first-party portfolio. And it's these games, along with the powerhouse titleMinecraft, that Microsoft intends to put in the new Xbox store first but hopes to get other publishers in the store as soon as it can. «We want to make sure that we start and we scale