To The Moon

Overview

Microsoft $微软(MSFT)$  plans to launch its mobile game store in July, aiming to provide an alternative to the current Apple and Google app stores. This new venture marks Microsoft's entry into the $90 billion mobile gaming market. The company seeks to create a "truly cross-device" store that offers not only its games, such as Candy Crush Saga, but also other publishers' games in the future. This move follows the recent acquisition of Activision Blizzard for $69 billion, which includes popular games like Candy Crush Saga and Call of Duty.

Microsoft Game Store Launch

Microsoft's new mobile game store will be launched in July, offering a fresh alternative to the established app stores of Apple $Apple(AAPL)$  and Google $Alphabet(GOOG)$  . Xbox president Sarah Bond announced the plans at the Bloomberg Technology Summit. The store will initially feature Microsoft's games, such as Candy Crush Saga, and later expand to include other publishers' games. The goal is to create a game store that can be accessed from all devices and regions without being limited by closed ecosystem policies.

Cross-Device and Cross-Platform Gaming

The new store aims to facilitate gaming across consoles, computers, and mobile devices. Bond highlighted the opportunity for a "truly cross-device" experience, where players can carry their identity, game library, and rewards across platforms without being locked into a single ecosystem. This could allow for smoother gameplay experiences and greater flexibility for gamers.

Regulatory and Market Environment

The European Union's Digital Markets Act, effective this year, allows tech companies to establish direct-to-consumer online stores. This legislation opens up opportunities for competition against Apple's and Google's app stores. Additionally, TikTok users have reported seeing links to TikTok's online store, where they can purchase TikTok coins at a discount, suggesting a shift in the app store landscape.

Outlook and Insights

Microsoft's foray into the mobile gaming market, bolstered by its recent acquisition of Activision Blizzard, positions the company as a serious contender in the industry. The combination of its own games and those from other publishers provides a broad range of gaming options for players. As Microsoft's game store becomes available across devices and countries, it may offer a more open and flexible gaming experience compared to the dominant app stores.

Conclusion

While Microsoft has been slower to enter the mobile gaming market, its new game store shows promise. With its focus on cross-device and cross-platform gaming, as well as the backing of its successful acquisition of Activision Blizzard, Microsoft has the potential to compete effectively with Apple and Google. However, it will need to leverage its strengths and differentiate itself to gain market share and overtake its competitors.

$Microsoft(MSFT)$