Microsoft is ramping up its efforts to create a mobile version of the Xbox game store in order to globally expand this business into the Google and Apple ecosystems. The CEO of Microsoft Gaming, Phil Spencer, officially confirmed active work on the project – negotiations are currently underway with partners. He made the comments as part of an interview at the Brazilian Comic Con Experience (CCXP). Information is also provided by Bloomberg.
The updated plans were revealed for the first time under Microsoft’s ownership of Activision Blizzard’s studios and franchises. After almost 2 years of consideration and ultimately a protracted trial regarding the impact on competition, the merger was finally approved. At the same time, it became known from internal documents that Activision Blizzard had intentions to launch its own marketplace for Android.
“This is an important part of our strategy and something that we are actively working on now, not only alone, but also together with our partners. I don’t think it’s a few years away from launch; it’s more likely to happen sooner. We talked about choice, and today on your mobile devices you have no choice. To make sure that the Xbox platform is relevant over the next 10-20 years, we will have to promote on all screens,” from an interview with Phil Spencer.
The Xbox Store is expected to come to Android and iOS in 2024. And while Apple doesn’t yet allow third-party ways to install apps and games on iPhones and iPads, the European Union’s Digital Markets Act obliges the tech giant to provide choice and freedom to users. The corresponding changes must be implemented before March 6, 2024 and, according to a number of sources, are in the process of testing, despite the fact that Apple management strongly disagrees and even filed a lawsuit against the EU.
Let us recall that earlier this year Microsoft significantly expanded the geography of its proprietary subscription service Game Pass for PC, entering 11 new countries in Latin America, which led to an increase in the audience by 7%. Peru and Costa Rica were the standout countries in terms of player interest, accounting for nearly half of new registrations, Spencer said. Now it’s time for Xbox to take a “dominant position” in the Google and Apple market, according to a rather confident statement from the head of Microsoft Gaming.
