Microsoft’s acquisition of Activision Blizzard brought with it a wealth of popular franchises, including Diablo and Call of Duty, as well as casual mobile titles from King. Now, Microsoft is taking its mobile ambitions to the next level with the development of a browser-based mobile store. Confirmed by Microsoft to The Verge, this store is currently in testing for Xbox Insiders and is expected to be available soon.
The move was foreshadowed by Xbox president Sarah Bond, who revealed plans for a mobile store launch in July at the Bloomberg Technology Summit. The store will initially feature Microsoft’s own first-party titles like Candy Crush and Minecraft, with third-party games to follow. Bond emphasized the web-based approach to ensure accessibility across all devices and countries, independent of closed ecosystem store policies. This mirrors Xbox’s strategy with Cloud Gaming, which was also made available through a browser to circumvent restrictions from platforms like Apple’s App Store.
Microsoft CEO Satya Nadella further solidified the company’s commitment to mobile gaming during an earnings call this week. He highlighted the Activision portfolio’s potential to expand into the mobile market, a space Microsoft previously lacked a strong presence in. Nadella expressed confidence that the company now possesses the content and platform access to reach gamers across consoles, PCs, and mobile devices.
This news comes alongside another report from Windows Central, suggesting that Microsoft and Activision have established a team within Blizzard, primarily composed of King employees. This team is focused on developing mid-sized games within established franchises, a strategy aimed at addressing the rising costs and development times associated with AAA games.
This approach could provide Microsoft with a way to maintain a consistent release schedule while diversifying its portfolio. It is also speculated that the recently closed Tango Gameworks, known for titles like Hi-Fi Rush, could have been a potential fit for this new strategy.
