After years of rumors, Microsoft is finally launching its long-awaited Xbox mobile gaming store in July. Unveiled at the Bloomberg Technology Summit, Xbox president Sarah Bond revealed the strategy to bypass Apple’s App Store restrictions.
Focusing on Freedom and Familiarity
The store will initially feature Microsoft’s own mobile game powerhouses like Candy Crush Saga and Minecraft. Launching as a web app ensures accessibility across all devices and regions, independent of app store limitations. Bond emphasizes, “This creates a truly unified gaming experience where your library, identity, and rewards travel with you, unbound by any single platform.”
While Microsoft’s studios’ titles are the initial focus, Bond hints at future inclusion of partner games. The core vision extends beyond just offering games. It aims to be a comprehensive Xbox experience, allowing players to seamlessly access their libraries, achievements, and rewards across devices. This ambition directly addresses the fragmented experience in today’s mobile gaming landscape.
Taking Charge, Not Waiting
Microsoft isn’t waiting for regulatory changes like the EU’s Digital Markets Act to force app store openness. This proactive approach demonstrates their commitment to creating an alternative mobile gaming ecosystem.
A Web-First Approach: Challenges and the Future
A web-based store presents unique challenges. How will Microsoft compete with established mobile app stores offering the same games? Bond acknowledges this, suggesting future plans for a more traditional app store experience to rival Google Play and Apple’s App Store.
