The Xbox mobile game store might finally launch under the leadership of new Microsoft Gaming boss Asha Sharma.
The new Xbox boss posted a reply to a report about the apparent death of the Xbox mobile game store on X which states that Sharma has revived Microsoft’s contributions to the Epic vs Apple trial in the US through a new amicus brief – and suggests that the Xbox mobile store might yet return.
“Three weeks ago, we filed an amicus because mobile competition still matters and we believe the future of play should be more open. While I am still learning, the idea of an Xbox mobile store is not dead”, she posted on X.
Also on X, Epic boss Tim Sweeney was quick to back the idea of Xbox competing in the mobile store space, adding: “Microsoft’s new head of gaming, Asha Sharma, says Microsoft is still pursuing the idea of evolving the Xbox App for Android into a full-fledged multiplatform game store.”
He added: “This is great news, and the Epic v Google settlement ensures it can come to Android without those old “unknown sources” scare screens worldwide.”
“The settlement creates a Registered Store program enabling reputable stores (including those from startups and small businesses) to be installable friction-free from the web worldwide except US, and the court’s injunction and proposed modified injunction ensure that they’ll be able to come to the US too through either the Google Play Store or the Registered Store program.”
“Open platforms are a beautiful thing and in the world of billion-user consumer devices, Android is at the forefront again.”
Former Xbox boss Phil Spencer stated that Microsoft wanted to launch a ‘gamer first’ app store back in February 2024, and said that it was discussing the idea with partners – but there were several logistics hurdles to clear before it happens.
In May 2024, then-Xbox president Sarah Bond announced that the Xbox mobile game store was launching in July, but later than month sources in mobile game publishing told us that the project was still effectively under wraps, and unlikely to hit that July launch date.
“There is no detail out there and who knows what the f**k is happening at Microsoft right now,” said one person close to Microsoft. “It is possible they have no clue either.”
Another publisher boss we spoke to was sceptical, too. “You have to create motivations to go to it, like free currency or items not available natively,” they told us. “Also, the experience will just stink. If it’s native, I’m curious to understand how that will work with Apple especially. Apple may make it tough too in some way that we can’t predict. It won’t be frictionless.”
Sure enough, by August 2024, there was no sign of the Xbox app store at all, though Microsoft told us that it was “progressing well”.
Following on from that it seemed the project was dead given the turbulence elsewhere within Microsoft Gaming that led to the departure of Phil Spencer and Sarah Bond and Asha Sharma’s appointment as new Xbox boss.
