Microsoft’s legitimacy in video games, console or PC is well known. The Redmond firm was able to convince gamers and developers that it had the shoulders to compete with the biggest: Sony, Valve, Nintendo, etc. Today, with Xbox Game Pass and many more purchases made (Bethesda, Rare, Mojang Studios, Ninja theories, Obsidian, Playground, InXile, Double Fine Productions, ID Software, Arkane, Activision Blizzard), Microsoft is now largely the Netflix of Video games.
Conversely, despite the millions of dollars injected, Microsoft has failed to become a major player in mobility. Windows Phone disappeared. Nokia’s smartphone business has been sold for a dime after a massive takeover. And even the latest innovations like the Surface Duo, which didn’t convince the latest version, failed to convince. But Microsoft believes that a return to the world of mobility is still possible thanks to video games.
Microsoft wants to open its mobile play store on Android and iOS
Indeed, Microsoft claims in an official document that it wants to develop a store to distribute games on smartphones. This document was made public by the British competition and trade authority CMA, which is reviewing the Microsoft takeover of Activision-Blizzard. To entice this organization, the American firm claims that its future acquisition will act as a springboard to launch a mobile games store and attract gamers currently served on Android by Google and iOS by Apple.
The two arms are particularly important. Before everything Call of Duty Mobile, this generates a lot of money. Then King, the mobile division of Activision and its creator, candy Crush Saga. This branch of the American publisher specializes in “casual” games. Together, they account for more than half of Activision-Blizzard’s revenue for the first half of 2022.
Microsoft enters enemy territory for the first time!
That’s why Microsoft’s idea is to build a substantial mobile offering and trust not only the Xbox community, but also Activision’s mobile customers to have a place in the sun. Microsoft acknowledges in the document that getting players to change their habits will be difficult. Let’s not forget that unlike Microsoft, Windows and Xbox, will be in enemy territory.
Source : Competition and Market Authority
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