Microsoft unveils Xbox store for mobile: A stride towards universal gaming

Following the acquisition of Activision Blizzard, Microsoft has been noticeably active in redefining its corporate structure. With recent announcements revealing the shutdown of Bethesda's studios and the halt of production from acclaimed game developers behind titles like Hi-Fi Rush and Prey, the tech giant seems to be heading towards a significant shift in its game publishing strategy. Now, Microsoft is hinting at a gradual transition from the Xbox brand to ‘Microsoft Gaming’, a change aimed at enhancing game accessibility on other platforms such as the PlayStation 5. This shift signifies a potential new era for titles previously exclusive to Xbox, though the full extent of this strategy remains to be seen. Importantly, Microsoft plans to launch its Xbox mobile store in July 2024 officially.

According to TechCrunch, the forthcoming Xbox Mobile Store will concentrate on offering mobile games developed by Microsoft's in-house studios, boasting successful titles like Call of Duty Mobile and Candy Crush Saga. In her recent discussion at the Bloomberg Technology Summit, Sarah Bond emphasized the store’s comprehensive catalog of Microsoft's flagship games. The launch will initially be online before extending to a broader range of devices and regions indiscriminately.

Microsoft's move towards establishing its mobile game store stems from a perceived gap in the market — particularly, the hassle-free ability to switch between devices while maintaining access to a unified game library under a single user account. In targeting this niche, Microsoft aims to set up an appealing alternative to the mobile stores run by Apple and Google, with ambitions to eventually broaden its reach beyond digital platforms to challenge existing market leaders.

Initial talks of this "next-generation store" emerged early in 2022 when Microsoft announced its acquisition of Activision Blizzard. Phil Spencer, CEO of Microsoft Gaming, expressed to the Financial Times his vision of making Xbox games and partner offerings accessible on any preferred device. While mobile gaming has yet to be fully incorporated into this vision, Microsoft’s strategy points towards a future where mobile gaming is universally accessible and inclusive.