Earlier this 12 months, Microsoft shelled out a whopping $68 billion to accumulate the favored online game developer and writer Activision Blizzard. Whereas the acquisition strengthened Microsoft’s place within the gaming area, it additionally turned the heads of some authorities, the Competitors and Markets Authority of the UK being considered one of them. The organisation is worried in regards to the lessening of the competitors after this acquisition takes place. However, in a shocking flip of occasions, Microsoft’s response to CMA accommodates references to a brand new Xbox Retailer for cellular, which might compete with the Google Play Retailer and the Apple App Retailer.
Microsoft’s response to CMA reveals plans to create a web based app retailer
In an official doc titled Microsoft’s Response To The CMA’s Reference Determination, the Redmond-based firm mentions that its acquisition of Activision Blizzard will enhance its skill to create a next-generation sport retailer which works on a number of gadgets, together with cellular.
The corporate plans to leverage the present group of avid gamers round Activision Blizzard’s fashionable video games equivalent to Name of Obligation: Cellular and Sweet Crush Saga for the Xbox Retailer, “attracting avid gamers to a brand new Xbox Cellular Platform.” Microsoft additionally mentions that making customers change from the Google Play Retailer and the Apple App Retailer would require a serious shift in shopper behaviour.
Why does Microsoft want its personal app retailer?
However why does Microsoft wish to create an app retailer for cellular? Properly, Microsoft has been within the online game business for a very long time. The corporate makes probably the most fashionable gaming consoles, the Xbox. Now, to promote extra gaming consoles, Microsoft wants video games to draw folks, proper? Therefore, the corporate additionally invests in online game growth, by means of the Xbox Sport Studios or collaborations with different corporations. Whereas a few of these video games are created completely for consoles, some are additionally out there on cellular platforms.
Nonetheless, Irrespective of how good a sport is, it needs to be listed with others on a web based app retailer. At current, Google and Apple have a monopoly over the app distribution ecosystem on Android smartphones and Apple iPhones, respectively. From what it seems like, Microsoft needs to go previous all these restrictions and limitations of getting its sport on a third-party retailer and attain out to the gamer group straight.
Therefore, it’s planning to create a web based sport retailer, additionally known as the Xbox Retailer for cellular. Whereas that was our tackle Microsoft’s plans to create a cellular app retailer, the corporate additionally mentions within the doc that the acquisition “will deliver much-needed experience in cellular sport growth, advertising and marketing and promoting.”
