Microsoft wants to bring a copy of its Xbox digital game store to iPhone and Android smartphones: This is learned from a question submitted by the multinational Windows to the UK Competition and Markets Authority (CMA), which reveals plans to build an Xbox Store. Available on mobile devices, not just consoles and PCs.
Not surprisingly, the store relies heavily on the contents of the Activision Blizzard integration proposal. Microsoft explains that Call of Duty Mobile games and King’s most popular developer (such as Candy Crush) account for more than half of Activision’s revenue and will help attract players to the new platform.
The software giant understands that there will be challenges. According to the report, it would take a “significant shift” in consumers’ habits to keep them away from the Apple App Store and Google Play Store. Microsoft says it will apply its open App Store philosophy to the Xbox mobile store, including equal treatment of third-party apps and in-app payment options.
It’s not at all certain that Microsoft will be able to launch the Xbox Game Store for smartphones as shown. The CMA is conducting an in-depth investigation into the acquisition of Activision Blizzard over concerns that the deal could harm competition, particularly in the field of console games. There is not even a practical way to install a dedicated Xbox Game Store on iPhone and iPad.
While Android users can access third-party digital stores, Apple requires the use of the App Store. Microsoft struggled to bring Xbox games to the App Store and had to make its Game Pass streaming video games only available through the browser. However, things could change after the numerous antitrust lawsuits trying to force Apple to open up its platform: if none of this hits the mark, Microsoft should be content to bring that idea to Android only.
The strategy behind the deposit is not accurate. Microsoft wants to convince UK regulators that the Activision Blizzard deal will maintain or even improve competition.