Microsoft Creates Xbox Mobile Game Store to Challenge Apple's iPhone Control

Microsoft Creates Xbox Mobile Game Store to Challenge Apple’s iPhone Control

Xbox Xbox X

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Microsoft plans to battle both Apple and Google by building a mobile game store — but unless various governments mandate it, it won’t appear in App Store thus.

At the beginning of 2022, Microsoft announce Its intention is to acquire Activision Blizzard, a big deal worth $68.7 billion. It brings major game titles under the company’s ownership, such as “Warcraft”, “Diablo”, “Overwatch”, “Call of Duty” and “Candy Crush”.

Microsoft said it will use the game catalog to boost its Xbox Game Pass service, which includes cloud gaming. Apple gamers can use platform through SafariThe company does not allow original single-app game operating systems on its platforms.

Microsoft is under investigation

The company recently revealed details of its plans in filings with the UK Competition and Markets Authority (CMA), to me the edge. The agency is investigating the acquisition of Activision Blizzard and has asked Microsoft for more information.

The company wants to increase its mobile gaming business, including the creation of the Xbox Game Store for mobile devices. Microsoft believes it can challenge Apple and Google and has been clear about this in its filings.

“However, shifting consumers away from the Google Play Store and the mobile app store will require a major shift in consumer behavior. Microsoft hopes that by offering popular and popular content, gamers will be more inclined to try something new.”

To get ahead of the organizers, Microsoft relies on file Pledge series It would make its mobile store more open than the app store. Obligations include allowing all developers to access the store and offer their payment systems to users.

Microsoft also pledges to keep its platform fair and transparent, and will “keep our apps to the same standards we hold in competing apps,” considering Apple.

High revenue for games.  Source: Microsoft

High revenue for games. Source: Microsoft

One such developer could be Epic Games, which may have had a friendly relationship with Microsoft when the tech giant joined its fight against Apple.

Microsoft and Epic Games

Epic Games File a famous lawsuit Apple in 2020 after Apple removed the popular Epic game “Fortnite” from the App Store. I did this because Epic tried to avoid the 30% App Store commission fee it charges all developers.

It also claimed that Apple’s policies that require developers to go through the App Store are also anti-competitive, noting that Epic would launch the rival App Store were it not for Apple’s rules.

Xbox Game Pass in the App Store

Xbox Game Pass in the App Store

Microsoft said in its memo that it had a “unique and balanced perspective” on the issue and that it “has an interest” in upholding antitrust law.

It further claimed that if the original ruling was upheld, the result could be that it “would isolate Apple from worthy antitrust scrutiny and encourage further malicious behavior.” This means that “innovation will suffer,” Microsoft concluded.

In the end, the judge used Microsoft’s Xbox console as an example of devices that take advantage of a walled garden in her judgment.

Apple cracks open the door

in 2020Apple has made a series of updates to its App Store rules that would allow services like Microsoft Xcloud to exist on IPAD And the Iphone, with some requirements. While the new guidelines include multiple clarifications for advertisements and financial apps, the most significant changes relate to gaming.

The Apple document says: “Games are allowed to stream as long as they adhere to all guidelines,” for example, every game update must be submitted for review, developers must provide appropriate metadata for research, games must use in-app purchase to unlock features or functionality, etc. That is, of course, there are always Internet and web browser applications open for access to all users outside of the App Store. ”

Games on the App Store

Games on the App Store

Since the law takes effect in October 2022, Apple will not – and will not have to – allow a third-party store to sell games and apps on the App Store. Developers can add a Catalog app to help users sign up for the service and find games – as long as there are separate apps in the App Store for each game.

Apple cites security and privacy as reasons not to allow alternative app stores in its operating systems. In June 2021, Tim Cook Occur in European Viva Tech Conference on various topics, including safety for its customers.

“I mean, you look at malware as an example, and Android has 47 times more malware than iOS. Why is that? Because we designed iOS in such a way that there is one app store and all apps are pre-reviewed to go to the store,” Cook said.

Microsoft hasn’t done what Apple wanted yet, but its cloud service through Xbox Game Pass has been a hit. The company also wants to bring titles from Activision Blizzard to the platform.

For now, Apple players will have to use the game service through Safari, Apple said. Regulators will have to decide whether to approve the Microsoft acquisition, although the CMA is said to have not had much discussion so far about the company’s plans for mobile games.

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