July 2024 will see the launch of an Xbox mobile store

Microsoft Gaming is gearing up for a major move into the mobile gaming market with the launch of an Xbox mobile store in July 2024. Xbox president Sarah Bond confirmed to Bloomberg that the store will not be an app, but will be accessible through the internet, providing an alternative to the Apple and Google storefronts.

The store will initially feature first-party games like Candy Crush from King and Minecraft from Mojang, with plans to expand to support other partners in the future. This move comes as part of Microsoft’s efforts to be “relevant” in mobile gaming, a key reason behind the acquisition of Activision Blizzard King.

Microsoft Gaming CEO Phil Spencer emphasized that not all franchises will be turned into mobile games, but the addition of popular titles like Call of Duty, Diablo, and Candy Crush to the Xbox portfolio will certainly bolster its presence in the mobile gaming space.

However, Microsoft faces challenges in enticing casual mobile gamers to switch to its platform, especially when they are accustomed to the convenience of existing app stores. The company also needs to address content pipeline issues, as evidenced by the recent closure of several studios under ZeniMax Media.

Despite these challenges, Microsoft’s push into mobile gaming is a strategic move that could further expand the Xbox ecosystem and attract a new audience of mobile gamers. It will be interesting to see how the company navigates these challenges and establishes itself in the competitive mobile gaming market.