Microsoft plans Xbox-branded mobile game store to compete with Google and Apple

Microsoft is planning to create an Xbox-branded mobile game store for Android and iOS, aiming to compete with Google's Google Play Store and Apple App Store. The initiative was first suggested during Microsoft's acquisition of Activision-Blizzard and has been confirmed by Xbox chief, Phil Spencer. Microsoft is presently in talks with partners to launch the mobile game store, which is a crucial part of its strategy to increase monetization options on mobile devices.

In a recent interview, Spencer highlighted the need for more choices in the mobile phone market and indicated that the Xbox mobile game store could be launched sooner than anticipated. Microsoft's objective is to maintain Xbox and, primarily, Xbox Game Pass relevance in the future by establishing a strong presence on as many screens as possible, including mobile devices (which is the primary use of Xbox Cloud Gaming).

While Google does allow third-party app/game stores on Android, and although we already have multiple popular options such as F-Droid, Aptoide, Taptap.io, Amazon Appstore, or the Samsung Galaxy Store, these do not reach even 10% of the user base of the official Google Play Store due to sideloading requirements. Apple, on its part does not allow any third-party stores, although this could change due to EU regulation. This is why the new Xbox Game Store could be a big deal, as it might shift the needle a bit in the Google and Apple duopoly. But, to be honest, Microsoft's foray into the mobile market on a large scale has not been precisely what we would call disruptive to the status quo so far... Windows Phone, anyone? 💀🪦