The acquisition of Activision Blizzard King was a priority for Microsoft, but not precisely because of Call of Duty, but rather due to King's operations and the significance of this company in the mobile gaming sector. With an active ecosystem and aspirations to have a real presence in a field dominated by Google and Apple, Xbox aims strongly for its own mobile store.
Xbox is already working with partners for the mobile store that will compete with Google and Apple
During an interview with Bloomberg, Phil Spencer, CEO of Microsoft Gaming, discussed the division's plans to enter the mobile gaming scene with its own Xbox store specialized in the industry's most lucrative segment. Regarding this, the executive stated that they are collaborating with partners who share their ideas about concept and content options, especially considering the differences this could have compared to what is known in that field dominated by Google with Play Store and Apple with App Store.
Phil Spencer: today, there are no options on mobile devices
In that sense, Phil Spencer took the opportunity to criticize the lack of options in terms of mobile distribution platforms, content sales, and monetization options for developers and publishers: "It's an important part of our strategy and something we're actively working on today, and we're not doing it alone, but talking to other partners who would also like to see more options on how they can monetize on the phone. We've talked in terms of options, and today on mobile devices, there are no options. To ensure that Xbox is not only relevant today but for the next 10 or 20 years, we have to be strong and have a presence on many devices."
In this regard, Phil Spencer assured that an Xbox store for mobile devices would be closer than one might think: "I don't think it will be several years for this; I think it will be sooner than that," a statement made amid rumors that the digital store will begin operations in 2024.
Regarding Microsoft Gaming's experience on mobiles, along with the possibilities of Xbox Game Pass and Xbox Cloud, Phil Spencer stated in another interview that it is important in terms of the gaming ecosystem and its distribution and business models, but made it clear that the priority remains the console and PC user, as they are the core of the current strategy with Xbox Game Pass on Xbox Series X|S and PC Game Pass on computers.
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