Microsoft surprised the gaming world on Thursday by announcing its plans to launch a mobile gaming store later this year. The revelation occurred during an on-stage interview with Xbox president Sarah Bond at a Bloomberg event. Bond disclosed that the store, which remains unnamed for now, is scheduled to debut in July on web browsers, rather than as a standalone app. She also revealed that Microsoft’s recently acquired Candy Crush Saga will be featured as a flagship franchise on the store’s launch day.
The entry of Microsoft into the mobile gaming market, known as the most lucrative segment of the gaming industry, has been eagerly anticipated, particularly following the company’s massive $69 billion acquisition of California-based developer Activision Blizzard King. This move signals a new era of competition between Microsoft and tech giants Google and Apple, whose app stores dominate the mobile gaming landscape.
In November, Xbox head Phil Spencer hinted at Microsoft’s ambitions to establish a presence in the mobile gaming space by stating that the company was in discussions with potential partners regarding a mobile store launch. With the imminent launch of its own mobile game store, Microsoft aims to create an ecosystem that transcends device boundaries, enabling users to seamlessly access their library, identity, and rewards across various platforms.
The decision to launch a mobile gaming store aligns with Microsoft’s broader strategy of expanding its gaming portfolio and enhancing its value proposition for developers. According to Bond, the store will offer deals on in-game items and provide a platform for discovering new games. Its web-based nature allows players to access it from any device, marking the initial phase of Microsoft’s journey toward building a comprehensive gaming-centric app store.
Microsoft’s acquisition of Activision Blizzard King has bolstered its position in the mobile gaming market, with Candy Crush Saga being one of the most lucrative franchises under its portfolio. The Candy Crush series has consistently generated substantial revenue, with the latest installment, Candy Crush Saga, surpassing $20 billion in revenue in September.
Despite receiving less media attention compared to PC and console gaming, the global mobile gaming market commands significant revenue, amounting to $90.5 billion according to a recent report. This growth is fueled by emerging markets where smartphones are ubiquitous, making mobile gaming accessible to a vast audience.
Bond’s announcement comes on the heels of Microsoft’s decision to close several studios operating under its subsidiary Bethesda Softworks, including Tango Gameworks. While the reasons for the closures include resource reallocation and project management challenges, Microsoft’s focus remains on strengthening its gaming ecosystem.
Microsoft’s foray into the mobile gaming market also coincides with changes in Apple’s app-store policies following its legal battle with Epic Games. The outcome of the lawsuit prompted Apple to revise its revenue-sharing policies, signaling a shift in the dynamics of the mobile gaming landscape.
In summary, Microsoft’s upcoming mobile gaming store marks a significant step in the company’s gaming strategy, offering developers and players a new platform to engage with mobile games. With Candy Crush Saga leading the charge, Microsoft aims to carve out a niche in the competitive mobile gaming market and provide users with a compelling gaming experience across devices.
