Microsoft will launch its long-awaited Xbox game store for mobile devices in July, according to Sarah Bond, President of Xbox, in an interview with Bloomberg. The announcement of this new mobile game store comes as Microsoft’s image is rapidly deteriorating due to its major management problems, which have led to the closure of several of its game studios and the dismissal of hundreds of employees.
Microsoft’s initial strategy with its new store is to offer its portfolio of first-party games on the web, thus avoiding the commissions of Apple’s App Store. This means that popular titles like Candy Crush and Minecraft will be available on the Xbox mobile store from the beginning.
The store will focus on games developed by Microsoft Studios, although Bond suggests that in the future they will expand to include external partners. In addition to games, the store will offer key elements of the Xbox experience, allowing users to take their identity, library, and rewards with them on all their devices.
Microsoft has been preparing this store in anticipation of possible regulatory changes in mobile app stores from companies like Apple and Google. The Redmond company aims to offer an alternative to these closed platforms, with the ambition to “expand beyond the web” and compete directly with rival app stores.
It is still unclear how Microsoft intends to position its exclusive web store for mobile devices against established app stores. However, plans to expand beyond the web suggest the possible launch of an independent mobile app store in the future.
Microsoft’s plans for a “next-generation store” date back to early 2022, shortly after the acquisition of Activision Blizzard. Phil Spencer, CEO of Microsoft Gaming, shared last year his vision of the company “offering Xbox and content, both ours and third-party, on any screen”, including mobile devices.
