It looks like Microsoft is starting a new adventure focused on the mobile side. Determined to confront Apple and Google, Microsoft has set its sights on mobile gaming after acquiring Activision Blizzard. On the other hand, the mobile gaming side will be entered with the developed Xbox Mobile platform.Microsoft will apparently try to harness the power of Activision Blizzard on the mobile side by creating an Xbox mobile game platform and store. This plan is clearly mentioned in the conversations within the company. According to the reports, it will be aimed to attract the players in the Play Store and App Store together with the Xbox Mobile platform to the Microsoft side.
Microsoft believes in the mobile power of Activision
Call of Duty: Mobile and Candy Crush Saga are two extremely popular mobile games published by Activision and King, respectively. If Microsoft is going to compete with the Google Play Store and App Store, it has to take advantage of these games. Even the adequacy of these games is a matter of debate. On the other hand, creating a third-party app store on iOS is not possible due to policy rules. However, there is no obstacle to an Xbox mobile app available in the App Store.
On the other hand, we can assume that the platform to be established will have Xbox Cloud Gaming support. Therefore, a cloud-based game ecosystem can also be established on mobile. Microsoft already supports Xbox Cloud Gaming on Steam Deck, and likewise continues to grow in cloud gaming by partnering with companies like Logitech and Razer.
Of course, the reason why Microsoft wants to enter the mobile game market so much is the size of the income to be obtained from it. According to 2020 data, 51 percent of the game market revenue (85 billion dollars) comes from the mobile side. It is followed by PC with $40 billion and consoles with $33 billion. In-game purchases on the mobile side create a constant and unlimited revenue stream.
Microsoft needs support for the Xbox mobile platform
If Microsoft wants to be successful against the Play Store and App Store, it needs to integrate third-party developers into its system. According to the reports, Microsoft’s plans are in this direction. It is stated that the company will allow developers to freely operate their own app stores on the Xbox mobile platform and offer their own payment system for in-app purchases.
Microsoft’s acquisition of Activision Blizzard is being investigated by the UK’s competition agency CMA. Microsoft expects the deal to be fully completed by the spring of 2023. Therefore, starting from next year, the battle between Microsoft and the gaming industry to get a share of the pie seems to grow even more.
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