Rectify Gaming

New CMA Submission From Microsoft Reveals Ambition To Create Xbox Gaming Mobile Store To Compete Against Apple & Google


Posted on October 19, 2022 by Nick Moreno

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For most of 2022 this year, Xbox chatter has yet to cease on its acquisition plans. And while this conversation sprouted well before January, the topic has remained center on its latest ambition – Activision Blizzard. At the start of the year, the firm announced its acquisition plans costing it roughly $70 billion. Most recently, it was revealed that Sony is adamant to block the deal as you might guess.

Howbeit, the PlayStation firm did list some of its demands. The list includes no exclusive content, unique hardware advantages, or Xbox Game Pass perks. But there is more to the picture than what Microsoft is given by Sony. In that, Microsoft Gaming CEO Phil Spencer shared interest in the PC/mobile platforms established by Activision already to fuel Xbox in those markets.

According to a new submission to the U.K. Competition and Markets Authority (CMA), Microsoft shares some of its intentions if the deal is to proceed as planned. That being Microsoft would establish a mobile gaming storefront which could compete against the likes of Google & Apple with the respected Google Play Store & App Store.

“The Transaction will improve Microsoft’s ability to create a next generation game store which operates across a range of devices, including mobile as a result of the addition of Activision Blizzard’s content. Building on Activision Blizzard’s existing communities of gamers, Xbox will seek to scale the Xbox Store to mobile, attracting gamers to a new Xbox Mobile Platform,” the document shares.

“Shifting consumers away from the Google Play Store and App Store on mobile devices will, however, require a major shift in consumer behaviour. Microsoft hopes that by offering well-known and popular content, gamers will be more inclined to try something new. The Open App Store Principles announced by Microsoft will apply to the next generation game store.”

Entertaining new additions to Microsoft in terms of the mobile platform, a new discovery was found this week. Via Tim Warren at The Verge on Twitter, the Xbox app is to expect a new clip editing feature which should also bring improvements to how content is shared on the platform. You can read the full report by heading here.

What are your thoughts on Microsoft’s next ambition for mobile?

Source: U.K. Competition and Markets Authority

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