Microsoft is set to debut its own mobile game store in July, as announced during the Bloomberg Technology Summit on Thursday.
Xbox President Sarah Bond revealed that the initial rollout will feature Microsoft’s first-party titles, including popular games like Candy Crush and Minecraft. Following the launch, Microsoft intends to expand the store’s offerings by inviting other publishers to participate.
“We’re starting with a web-based platform,” Bond explained. “This approach allows us to offer a universally accessible experience across multiple devices and regions, independent of the restrictions imposed by closed ecosystem stores. From there, we plan to expand further.”
By opting for a web-based launch instead of an app, Microsoft aims to circumvent the 30% commission fees imposed by Apple and Google on sales through their platforms.
This announcement builds on previous discussions surrounding the launch of an Xbox mobile gaming store. In December, Microsoft Gaming CEO Phil Spencer mentioned that the company was in talks with partners and that the store’s launch was imminent.
Hints of a mobile game store first emerged in 2022 when Microsoft announced its acquisition of Activision Blizzard. According to regulatory filings, one primary reason for the acquisition was to enhance Microsoft’s mobile gaming footprint. In October 2022, documents submitted to the CMA indicated Microsoft’s plans to develop an “Xbox Mobile Platform” featuring games from Activision and King.
While the EU’s Digital Marketing Act (DMA) mandates that Apple and Google allow other app stores on their platforms, Microsoft is positioning its mobile game store as an alternative option for users both in the United States and globally.
