Microsoft explores Xbox mobile store to challenge Apple and Google dominance

Microsoft is actively in discussions with potential partners about introducing an Xbox mobile store, as revealed by Phil Spencer, Microsoft Gaming CEO, during the CCXP convention in Brazil.

Spencer hinted that the launch might be imminent, potentially occurring as early as next year. The move positions Microsoft to directly compete with tech giants Apple and Google in the mobile gaming market.

This move comes as Microsoft officially acquires Activision Blizzard, and court documents reveal Activision Blizzard's own plans to establish an app store on Android. Microsoft's interest in Activision Blizzard, as outlined in documents filed with the CMA, is to strengthen its presence in mobile gaming by leveraging Activision Blizzard's successful games such as Candy Crush and Call of Duty Mobile.

The delay in Microsoft's mobile store launch plans is attributed to the completion of the Activision Blizzard acquisition in October, almost two years after its announcement. Phil Spencer emphasized the necessity of Xbox's relevance across various screens to ensure long-term viability.

The impending introduction of Microsoft's mobile store aligns with the backdrop of a challenging regulatory environment, marked by the ongoing legal battles between Epic Games and Apple, as well as Apple's resistance against the European Commission's Digital Markets Act.