Microsoft’s planning to launch a mobile app store to compete with Google and Apple
Microsoft’s hoping to challenge Google and Apple within the mobile app market
In March 2024, the EU’s Digital Markets Act is expected to come into force, an act that will force Google and Apple to open up their mobile platforms and open the door to third party app stores and increased competition within the mobile market.Â
Microsoft plans to capitalise on this with their Xbox platform, and hopes to fill their mobile storefront with content from both Microsoft and 3rd party partners. This Microsoft app store is also likely to become the home of Microsoft’s Office software and other professional mobile programs, allowing Microsoft to cut-off Apple and Google as middle men.Â
With plans to open up a mobile app store, Microsoft’s planned acquisition of Activision Blizzard makes a lot more sense, as this acquisition includes King, the company behind Candy Crush and other successful mobile games. Call of Duty Mobile, and Diablo Immortal would also be huge applications for Microsoft’s planned mobile app store.
Phil Spencer has called the EU’s Digital Markets act a “huge opportunity” for Microsoft and Xbox, and that Activision Blizzard King titles will be “critically important” for attracting gamers to Microsoft’s platform. That said, it remains unclear if Microsoft’s acquisition of Activision Blizzard will be approved by regulators.
With Microsoft revealing plans for a new mobile app store, the company’s Activision Blizzard acquisition can now be talked about in a new light, one where Microsoft can deliver increased competition within the mobile game market by giving Apple and Google real competition. The acquisition’s impact on mobile gaming is a major reason why regulators should consider approving the acquisition, as it creates an opportunity for Google and Apple’s stranglehold on the mobile apps market to be weakened.
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