Microsoft wants to build an Xbox mobile gaming store

As revealed in filings with the UK's Competition and Markets Authority (CMA) over Microsoft's acquisition of Activision Blizzard, Microsoft plans to build an Xbox mobile gaming store to compete with Apple and Google.

In a response to the CMA (spotted by The Verge), Microsoft revealed that the acquisition would help expand the company's presence in the mobile gaming space and that it plans to "scale the Xbox Store to mobile, attracting gamers to a new Xbox Mobile Platform."

Microsoft wants to bring the Xbox Store to mobile

In the filing, Microsoft said: "The transaction will improve Microsoft’s ability to create a next generation game store which operates across a range of devices, including mobile as a result of the addition of Activision Blizzard’s content.

"Building on Activision Blizzard’s existing communities of gamers, Xbox will seek to scale the Xbox Store to mobile, attracting gamers to a new Xbox Mobile Platform. Shifting consumers away from the Google Play Store and App Store on mobile devices will, however, require a major shift in consumer behaviour. Microsoft hopes that by offering well-known and popular content, gamers will be more inclined to try something new."

Activision Blizzard has numerous successful mobile games under its belt, including the likes of Call of Duty: Mobile and Candy Crush Saga. Microsoft says it sees the acquisition as a way to expand its presence in the mobile gaming space.

"The transaction gives Microsoft a meaningful presence in mobile gaming. Mobile gaming revenues from the King division and titles such as Call of Duty: Mobile, as well as ancillary revenue, represented more than half of Activision Blizzard's revenues in the first half of 2022. Mobile customers account for around three-quarters of its MAU," Microsoft said.

"Microsoft currently has no meaningful presence in mobile gaming and the transaction will bring much needed expertise in mobile game development, marketing and advertising. Activision Blizzard will be able to contribute its learnings from developing and publishing mobile games to Xbox gaming studios."

Taking on Apple and Google's app stores would be quite the challenge, but The Verge reports Microsoft could allow developers to run their own app stores on its Xbox mobile platform and offer their own payment systems to process purchases made in apps. This could potentially sway a lot of developers to Microsoft's platform if it goes ahead with the idea.

In more news surrounding the CMA's probe into the deal, Microsoft claimed that Sony's existing deal with Activision prevents the publisher from putting Call of Duty on Game Pass.

What do you make of this? Perhaps we'll get achievements in mobile games? Maybe even Gears POP! 2? Let us know your thoughts down in the comments.