Xbox is creating its own mobile store – one of the main reasons for the acquisition of Activision

The Verge has published a new report revealing that Microsoft is building Mobile Store for Xbox Offer mobile games directly to consumers Without going through Apple and Google.

The first hints of this appeared at the beginning of the year, when the company proposed to arrive “New generation” store what would be “Built for Gamers”According to The Verge.

The UK regulator CMA, which is investigating Microsoft’s purchase of Activision Blizzard, asked the Redmond company what was its main motivation for the acquisition, and one of the main reasons is the fact that it would help build Microsoft. presence in mobile games.

In particular, the Microsoft documents state:

“The transaction will strengthen Microsoft’s ability to create a next-generation game store that works across multiple devices, including mobile, thanks to the addition of Activision Blizzard content.” Try to move Xbox Store to mobile scale, attract players The new Xbox mobile platform. However, moving users away from the Google Play Store and App Store to mobile devices requires a significant change in user behavior, and the presence of familiar and popular content makes gamers more likely to try something new.”

As The Verge explains, Call of Duty Mobile and Candy Crash Saga There are two very popular mobile games published by Activision and King (the latter part of Activision Blizzard, mind you). Microsoft could use them to leverage gamers and convince them to switch from the Google and Apple stores to the Xbox Store.

Also remember that games are one of the most popular products on mobile devices and drive in-app purchases in app stores. Microsoft clearly wants to enter this market. Here’s how the company describes the problem:

“The transaction gives Microsoft a significant presence in the mobile gaming industry.” Revenue from the King division’s mobile games and titles such as Call of Duty: Mobile, as well as ancillary revenue, accounted for more than half of Activision Blizzard’s revenue in the first half of 2022. Mobile users represent about three-quarters of its MAU. [ed, usuários ativos mensais]. Microsoft does not currently have a significant presence in the mobile gaming industry, and the transaction will bring essential expertise in mobile game development, marketing and advertising. Activision Blizzard will be able to make its expertise in mobile game development and publishing available to Xbox game studios.”

Microsoft also wants to allow it Third party developers to run their own app stores on the Xbox mobile store, while allowing them to offer users an in-app payment system (which Apple won’t allow).

Therefore, it seems that the success of the acquisition will affect not only the reception of Call of Duty (which will not be on Xbox Game Pass for several years, thanks to generous payments from Sony), but also the evolution of Microsoft and Xbox in the field of smartphones. .


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