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Xbox plans to create its own mobile game store

Xbox wants to develop its own mobile game store. (photo: Xbox)

The people of Redmond want create a store mobile games with the brand Xbox to compete directly with offers from Manzana Y Google in app store Y Play Storerespectively.

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The news surfaced through documents provided by Microsoft as part of an investigation by the Markets and Competition Authority (CMA) of the United Kingdom to decide whether or not to approve the acquisition.

“Building on Activision Blizzard’s existing player communities, Xbox will look to scale its store to mobile devices, bringing gamers to a new Xbox mobile platform,” says the developer. document.

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In these reports, those led by Satya Nadella clearly show that Activision Blizzard is crucial for its strategy to expand Xbox into the mobile world.

In fact, the tech giant says its goal is to create a next-generation game store that works on multiple platforms; including smart phones. However, they are aware that finding a place in such a desirable and competitive market is not easy.

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“However, moving consumers away from the Google Play Store and App Store on mobile devices will require a major change in their behavior. Microsoft hopes that by offering familiar and popular content, gamers will be more inclined to try something new. document.

Xbox and its acquisition Activision Blizzard. (photo: Microsoft)
Xbox and its acquisition Activision Blizzard. (photo: Microsoft)

Xbox wants to compete against Google Play Store and App Store

In another excerpt from the documents filed with the CMAMicrosoft argues that Activision Blizzard has the resources and experience to give Xbox a significant presence in the mobile market. He even mentions special cases like Call of Duty: Mobile and games developed by Kingthe company behind candy crushwhich has been a subsidiary of the Californian studio since 2016.

Redmond representatives confirm that more than half of Activision Blizzard’s revenue in the first half of 2022 came from mobile games. But that’s not all, as these games accounted for three quarters of all monthly active users.

“Microsoft does not currently have a significant presence in mobile gaming and the transaction will bring much-needed expertise in mobile game development, marketing and advertising. Activision Blizzard will be able to contribute its learnings about mobile game development and publishing to Xbox game studios.”

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Call of Duty: Warzone Mobile. (photo: App Store)
Call of Duty: Warzone Mobile. (photo: App Store)

A plan with a lot of vision and potential

There is no doubt that the possible arrival of an exclusive Xbox store for mobile games opens up some very exciting opportunities for the industry. Although its launch will not happen overnight, even if the regulators finally approve the purchase of Activision Blizzard.

The biggest challenge of aggressively landing to compete with Google and Apple in Android and iOS is on Apple’s side. It is known that those from Cupertino do not allow third party stores in your operating system, which is a big hurdle for Microsoft.

Xbox CloudGaming. (Life)
Xbox CloudGaming. (Life)

It should also not be forgotten that Xbox CloudGaming only works on one iPhone either iPad using a Web navigator.

It’s also important that Xbox’s parent company can convince developers to create new mobile games. As well as ensuring that it does not conflict with Xbox GamePass and the current presence of the aforementioned xCloud on the platform.

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