By 2024, you may see new games compete with the usual ones on mobile as Xbox has set plans to launch an Xbox store for Android and iOS. Microsoft's head of gaming division Phil Spencer claims that it depends on the approval of the company's acquisition of Activision Blizzard.
Xbox Games on Mobile
The earliest reports of an Xbox store on mobile devices were last year when the company filed with the UK's Competition and Markets Authority (CMA). It was around this time that Microsoft also made its plan to merge with Activision Blizzard known.
According to Spencer, Microsoft wants to be in a position to offer content from Xbox from both the company and third-party partners across screens, where people would want to play. Although it's still not possible on mobile now, as mentioned in Engadget
As they mentioned that they want to create games for a world where devices are more open, the Digital Markets Act came up, saying that those are the kinds of things that the company is planning for and that they think it's a huge opportunity.
In an interview, Microsoft is just waiting on regulators' approval of the Activision Blizzard acquisition, which will cost the company $68.7 billion. The approval will allow Microsoft to compete with Apple and Google's app stores for games.
With the help of the Digital Markets Act, Apple, and Google will have to allow other stores such as the Xbox store distribute games on their devices, giving way to its success on the market as they tend to "gatekeep" particular content before the Act.
Microsoft still has no foothold in the mobile gaming market and acquiring Activision Blizzard could be the first step toward that. As pointed out by The Verge, the video game company can bring in the expertise needed for mobile game development, marketing, and advertising.
Read also: 'Call of Duty' 2023 Delayed: Activision Blizzard Taking Shocking Break, But New Online Game Teased
The Digital Markets Act
The Act is put in place to make sure that the digital markets will be open and fair to all the conducts business in it. The European Commission mentioned that there are "gatekeepers" in the digital market.
These are the big online platforms that tend to pick out what they can release in their platform if it benefits them the most. A platform qualifies if they have a strong position in the market and can lead a huge user base to a large number of businesses.
With the Act, businesses that rely on the "gatekeepers" will have a fairer shot. Consumers will also have more options to choose from, and start-ups will have a better chance of competing in the online platform environment, as mentioned by the Commission.
The big platform can no longer favor its own services and products in ranking as opposed to similar products offered by third parties. Consumers are now also allowed to link with businesses outside of the platforms.
Business users can not promote their offers and finish up contracts and deals outside the "gatekeeper's" platforms, as well as access the data they generate within the gatekeeper's platforms.
