Microsoft appears to be preparing to make a significant mark on the mobile gaming scene as early as next year. With its recent acquisition of Activision Blizzard, a merger valued at $68.7 billion, the tech juggernaut has signaled its intention to launch an Xbox Mobile Store, capitalizing on the ever-growing mobile gaming market.
The emergence of this groundbreaking news came to light during journalist Tom Warren’s guest appearance on the Iron Lords podcast. Warren highlighted the increasing significance of the mobile market in the Microsoft-Activision Blizzard deal. For them, it’s the aspect of controlling these games, having them on Game Pass. Mobile devices play a huge role in this strategy,” he remarked. The intention is not only to control these games on the popular Game Pass but also to facilitate their distribution on mobile platforms, thereby strengthening Microsoft’s grip on the gaming industry.
Microsoft’s move into the mobile sector is well-timed. Mobile gaming has undergone a significant transformation in the past few years, with sophisticated games like Resident Evil Village becoming available on devices such as the iPhone 15 Pro. This shift suggests that mobile gaming is not merely a passing trend but is gearing up to host native games, further blurring the lines between console, PC, and mobile experiences.
(FYI) Tom Warren believes there won't be a lot of ABK integration right now
Microsoft is making an Xbox mobile store potentially launching next year.
Tom believes that this deal will make an impact in the EU eventually, it could be a few years, maybe even next-gen before it… pic.twitter.com/2ohxMKksoN
— Idle Sloth💙💛 (@IdleSloth84_) October 15, 2023
Microsoft’s CEO of Gaming, Phil Spencer, had previously hinted at this strategic move post the acquisition. In an earlier statement, the Xbox Gaming boss acknowledged Activision Blizzard King’s formidable presence in the mobile gaming sphere as a pivotal factor in the decision-making process. Considering the expansive portfolio that Activision, Blizzard Entertainment, and King, hold across desktops and consoles as well as mobile platforms, either individually or as a collective, Microsoft’s acquisition decision is clear: it’s about dominating every gaming medium.
Whether Microsoft admits it or not, this is its way of fighting the console war on all fronts, just months after conceding and admitting defeat.
While discussions surrounding the Xbox Mobile Store have been going on for quite some time, details from a document submitted to the Competitions and Market Authority during their investigation of the Activision deal have made it clear. The document revealed Microsoft’s intention to leverage Activision Blizzard’s vast gaming community to upscale the Xbox Store to mobile platforms, essentially establishing an “Xbox Mobile Platform.”
A significant factor enabling Microsoft’s bold venture into the mobile space is the EU’s Digital Markets Act. This new act is effectively a mandate that requires major platform holders, such as Apple and Android, to make space for third-party app stores on their devices. The repercussions of this act are profound.
Whereas Android users are familiar with “sideloading” apps, this policy would permit them to install third-party stores, like Samsung’s store, on their devices. This shift not only disrupts Google’s monopoly but also challenges Apple’s strict no-third-party-store policy, creating an avenue for companies like Microsoft to venture into this territory.
The consequences of not adhering to the EU’s mandate are severe. Should companies defy the directive, they risk being ousted from the profitable European market, a fate most companies, even giants like Apple and Google, would like to avoid.
Following the acquisition’s green light, Microsoft’s strategy is becoming evident to the point that it’s obvious. The Xbox Game Pass is poised to feature a bevy of popular games, which may soon include the mobile gaming realm. Microsoft’s rumored Xbox Mobile Store seeks to address the void in this realm. Call of Duty Warzone Mobile is already coming to mobile platforms next year following the success of Call of Duty Mobile. Not to mention, Diablo Immortal is raking in billions despite the controversy. At this rate, if other companies can bring their games to the latest line of iPhones, who knows what’s next on Microsoft’s docket?
With existing mobile titles under its belt like Candy Crush, COD Mobile, Elder Scrolls Blades, and Fallout Shelter, it has a firm foundation already. The inclusion of other renowned games, such as Minecraft, only solidifies its position.
Microsoft’s foray into mobile gaming isn’t merely about diversifying its portfolio. It’s a strategic maneuver to challenge the prevailing duopoly of Apple and Google in the mobile store arena. Leveraging its IPs and possible partnering with giants like Epic Games, and possibly roping in developers like those behind Genshin Impact, Microsoft’s venture promises to reshape the mobile gaming ecosystem.
Ultimately, 2024 stands as a pivotal year for Microsoft, the gaming industry, and millions of gamers worldwide. With the Xbox Mobile Store’s anticipated launch, the boundaries of gaming are set to expand, offering richer and more diverse experiences to users across platforms.
The only question now is, how will Sony and Nintendo respond? Only time will tell.
