Microsoft is actively talking to other companies to launch a gaming-focused mobile app store. The information is from Bloombergwho heard the plans from the head of the Microsoft Gaming and Xbox divisions, Phil Spencer, himself.

According to Spencer, who commented on the subject during his visit to CCXP 2023 in Brazil, the idea is to offer an alternative to what already exists on the market. Without naming names, the executive is possibly referring to the native Google Play Store, for Android, and the App Store, for iOS.

“This is an important part of our strategy and something we are actively working on these days not just ourselves, but talking to partners who would like to have more choices about how to monetize on the phone,” says Spencer.

Despite not indicating a launch date for the mobile store, the executive suggested that it is not “multiple years away” from leaving.

Phil Spencer.Source: Getty Images/Reproduction

“We talk about choice and today, on our mobile devices, you don’t have choices. To ensure Xbox is relevant not just today, but for the next ten to twenty years, we’re going to have to be strong across many screens,” concludes Spencer.

Microsoft’s expansion into mobile stores

Microsoft’s interest in the mobile market and alternative forms of revenue makes sense in the current scenario. The company recently completed the acquisition of Activision Blizzard, which includes not only mobile games like Hearthstone, but also the phenomenon Candy Crush Saga, from King.

Candy Crush is now owned by Microsoft.Candy Crush is now owned by Microsoft.Source: Getty Images/Reproduction

Android is an operating system that allows parallel installation of applications, in addition to allowing installation from other stores — such as Amazon and Samsung, for example, which have their own curated apps.

However, Google is frequently criticized for its management of the environment, which includes fees considered high on microtransactions and even accusations of restricting major launches outside the Play Store.

Apple does not allow this practice on iOS, with the App Store being the only way to officially install applications on the brand’s mobile devices. This practice, according to rumors, could end as early as 2024.


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