Amid the lively atmosphere of the Comic Con Experience (CCXP) in Sao Paulo, Brazil’s annual festival of comics, TV series, films, anime, video games and fantasy literature, Microsoft announced plans to open its own games store for mobile devices. The announcement was made by Phil Spencer, head of the Xbox division, and highlighted Microsoft’s ambitions to compete with the dominance of Apple and Google.
Spencer emphasized that Microsoft’s strategy is aimed at expanding monetization opportunities in the mobile gaming segment. As part of this strategy, the company actively interacts with partners to offer more alternatives to the market. Spencer did not give a specific launch date for the store, but expressed confidence that it would happen in the near future.
By expanding Game Pass on PC to 11 Latin American countries, the company’s customer base has already grown by 7%, with the greatest interest coming from users in Peru and Costa Rica. Brazil, in turn, has become the second largest market for PC Game Pass worldwide.
Microsoft wants to strengthen its position in the mobile market, particularly through the $69 billion acquisition of Activision Blizzard. The move was motivated in part by Activision’s successful presence in the mobile gaming space with hits like Candy Crush and Call of Duty: Mobile. The acquisition is an important step for Microsoft to strengthen its influence in the $90 billion mobile gaming market.
According to a study by Data.ai, the mobile gaming market experienced a downturn in 2022, with player spending declining by 5% compared to the previous year. According to experts, this trend will continue this year. In the current environment, Microsoft faces a number of challenges related to the rules and regulations governing digital stores. One example is Epic Games, which sued Apple and Google. This was because Epic Games did not agree to the terms under which Apple and Google provide access to their iOS and Android app platforms.
Spencer emphasized that for Xbox’s long-term success, the company needs to strengthen its position on various platforms, including mobile devices. Xbox’s cloud gaming technology already makes it possible to play big games on mobile phones, but in the current mobile app market, users have limited choices.
Finally, it is worth noting the interest of Brazilian fans in Blizzard’s World of Warcraft, who have expressed a desire to see more localized versions of the game. Spencer promised to take their wishes into account in future collaborations with the Blizzard team, which underlines Microsoft’s commitment to taking users’ opinions and preferences into account and could be a key factor in the success of the future mobile games store.