Regulatory scrutiny on the purchase of ActivisionBlizzard is revealing deeper details of Microsoft’s plans, should the $68.7 billion deal go through. One of the latest revelations indicates that those from Redmond want create a mobile game store under the Xbox brandin order to compete directly with the proposals of Apple and Google in the App Store and Play Store, respectively.
The novelty was known via documents filed by Microsoft during the investigation that the Competition and Markets Authority of the United Kingdom (CMA) is carrying out, in order to decide whether or not to approve the acquisition. In them, those led by Satya Nadella make it clear that Activision Blizzard is crucial to its strategy of expanding Xbox into the world of mobile.
In fact, the Americans indicate that their intention is to create a next-generation game store that works on multiple platforms; including mobile phones. However, they recognize that carving out a place for themselves in such a coveted and competitive market will not be easy.
“Building on Activision Blizzard’s existing player communities, Xbox will look to scale its store to mobile devices, bringing gamers to a new Xbox mobile platform. However, moving consumers away from the Google Play Store and App Store in mobile devices will require a major change in their behavior. Microsoft hopes that by offering familiar and popular content, gamers will be more inclined to try something new,” the document says.
Xbox wants to add presence in mobile games
In another excerpt from the documents submitted to the CMA, Microsoft states that Activision Blizzard has the resources and experience to give Xbox significant space in the mobile gaming market. He even mentions specific cases such as those of Call of Duty: Mobile and titles developed by King, the firm after candy crushwhich since 2016 has operated as a subsidiary of the Californian studio.
In fact, those from Redmond ensure that, during the first half of 2022, more than half of Activision Blizzard’s revenue was through mobile games. But that is not all, since these titles also delivered three quarters of total active users per month.
“Microsoft does not currently have a significant presence in mobile gaming and the transaction will bring much-needed expertise in mobile game development, marketing and advertising. Activision Blizzard will be able to contribute its learnings about mobile game development and publishing to Xbox game studios,” they added.
A project with a lot of potential
Undoubtedly, the potential arrival of an Xbox mobile game store opens up a range of very interesting possibilities for the sector. Although its implementation It won’t happen overnight either.even though regulators finally approve the purchase of Activision Blizzard.
The main challenge posed by an aggressive landing to compete against Google and Apple on Android and iOS, respectively, is on the side of the apple. It is well known that those from Cupertino do not allow third-party stores in your operating system, which represents a major obstruction for Microsoft. After all, let’s not forget that Xbox Cloud Gaming only works on iPhone or iPad via web browser.
It will also be important for Xbox parent to be able to convince developers to create new mobile-focused games. As well as ensuring that its operation will not collide with the current presence of Game Pass and the aforementioned xCloud on this platform.