Microsoft Plans Mobile-Game Store, Vying With Apple & Google

Microsoft's new web-based store challenges Apple and Google in gaming leadership, as Xbox advances its commitment to sustainability

Microsoft is creating an alternative to Apple and Google’s app stores, by building an online store for mobile-games. The browser-based shop will offer Microsoft’s games, including discounts on in-game items, associated with familiar titles. 

Microsoft expands gaming reach with web-based store

Microsoft is a multinational technology giant known for its software products, such as Windows and Office. It also owns Xbox, a gaming brand which builds video game consoles, gaming services and more.

Microsoft aims for the store to be launched on the web, rather than on an app, to ensure that the games are accessible across all devices, in all countries and independent of the policies of closed ecosystem stores. The technology titan saw an opportunity to create a store that goes truly across devices, as this gaming will run across consoles, computers and mobile devices. 

This will come into play following The European Union’s Digital Markets Act, which freed technology companies and allowed them to start their own direct-to-consumer websites to avoid Apple and Google’s fees. 

“This web-based store is the first step in our journey to building a trusted app store with its roots in gaming,” said an Xbox spokesperson.

This comes after news that Microsoft will shut down three studios under ZeniMax Media, Arkane Austin, Alpha Dog Games and Tango Gameworks, while some members will be invited to join other studios. 

Xbox boss Matt Booty said in an email to employees that this measure is to invest more deeply in its portfolio of games and new IP.

"These changes are not a reflection of the creativity and skill of the talented individuals at these teams or the risks they took to try new things," said Booty. "We are making these tough decisions to create capacity to increase investment in other parts of our portfolio and focus on our priority games."

Sustainability in gaming

At Xbox, creating new mobile games are second to sustainable initiatives. 

As previously reported by Mobile Magazine, while the Esports gaming industry is booming, gaming is still seen as a male sport, with fewer female gamers represented in the same level in rank and earnings. Xbox, ESPORTSU, and Paidia Gaming have partnered to advance gender equality, diversity and inclusion through hosting multiple gaming events designed to showcase women gamers. 

Sarah Bond, President of Xbox, celebrated Earth Day on 22nd April, marking the day as a time to celebrate the planet and steps towards a more sustainable future. 

“From energy-saving console updates to empowering developers with the Xbox Sustainability Toolkit, we’re committed to reducing our carbon footprint and inspiring positive environmental change through gaming. We’re all in this together,” said Sarah. 



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