Xbox is now putting its ambitious plan to create an Xbox Mobile Store into motion as a result of the significant Activision-King deal. The shop will compete directly with Google and Apple’s mobile digital marketplaces since it will directly game on mobile devices. Microsoft submitted documents to the UK’s Competition and Markets Authority that alluded to this strategy (CMA).
The acquisition of Activision Blizzard’s assets will make it easier for Microsoft to develop a next-generation gaming shop that works on a variety of platforms, including smartphones. Xbox will try to expand the Xbox Store to mobile devices in order to draw players to a new Xbox Mobile Platform by building on the current gaming communities of Activision Blizzard.
The several mobile games offered by Activision and King, including Candy Crush, COD Mobile, and the soon-to-be-released COD Warzone for Mobile, will support this move. King has established itself as the undisputed market leader for mobile games, and Microsoft’s acquisition of the company puts them in a very good position to compete in this space.
Regulators from all around the world are presently reviewing the deal, and Sony is putting up a strong fight against Microsoft.
It makes perfect sense for Microsoft to try to make the Xbox Mobile Game Store a reality because the mobile gaming industry outweighs both PC and console by a rather startling margin. Apple and Google, however, who have a monopoly on the market, are the rivals.
However, things would change in favor of Microsoft if the Store eliminated titles like Candy Crush and Call of Duty Mobile and made them exclusive to the Xbox Store. Microsoft will need to attract third-party developers and provide them with advantages that Apple or Google cannot, in addition to providing high-quality first-party products.
If Xbox makes a move for the mobile gaming industry, the Activision-King merger will undoubtedly face criticism from Apple and Google as well. With Call of Duty Mobile being among the most played mobile games, Activision has made significant strides in the sector. Perhaps Xbox is planning to launch a Game Pass-like mobile subscription, similar to Apple Arcade. It goes without saying that these are intriguing times for mobile gamers, and it will be interesting to watch if Xbox is able to establish a strong foundation and begin its ascent to the top of the heap.
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