Microsoft seems to have been prepping for the launch of an Xbox mobile gaming store for a few years now, and the company now seems ready to roll it out in July. During the Bloomberg Technology Summit, Xbox president Sarah Bond announced the launch date and how the company will avoid Apple’s App Store rules.
“We’re going to start by bringing our first-party portfolio to [the Xbox mobile store], so you’re going to see games like Candy Crush show up in that experience, games like Minecraft,” says Bond. “We’re going to start on the web, and we’re doing that because that allows us to have it be an experience that’s accessible across all devices, all countries, no matter what, and independent of the policies of closed ecosystem stores.”
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Xbox Mobile Gaming Store To Focus On First-Party Games
Sarah Bond, in a statement provided to The Verge, said “This year we will debut our first mobile offering where mobile players can find deals on their favorite in-game items and discover new games, starting on the web so players can access it anywhere. This web-based store is the first step in our journey to building a trusted app store with its roots in gaming.”
The store will be emphasizing on promoting first-party games developed by different studios under Microsoft. These games will include hits like Call of Duty: Mobile and Candy Crush Saga. Bond also notes that Microsoft will do this to partners as well in the coming days.
Apart from games being naturally available on the store, it seems that key parts of the Xbox experience will also be available. Bond says that no gaming platform and store experience “goes truly across devices — where who you are, your library, your identity, your rewards travel with you versus being locked to a single ecosystem.” So the company aims to build something like that.
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Microsoft Wants To Challenge Apple And Google
Another reason behind Microsoft developing this store is to force big companies like Google and Apple to open their mobile app stores, but it is pretty clear Microsoft doesn’t want to wait for the Digital Markets Act to shake out in Europe or any potential action in the US.
A web-only mobile store can be a tough nut to crack, and it’s not clear how the company will promote the new store as an alternative to the already existing rival app stores. Bond says the company will “extend” beyond the web suggesting that it could launch a good alternative to Apple and Google’s mobile app stores.