Xbox boss Phil Spencer wants to launch a “gamer first” app store, and is discussing the project with other publishers – but there’s still work to be done to make it happen.
In a business update today, Xbox confirmed four of its catalogue console titles would be coming to other platforms, and potentially mobile, but Spencer did not confirm which games or platforms.
Spencer elaborated some more to The Verge about Xbox’s mobile strategy, stating that Apple’s new EU App Store terms “definitely don’t go far enough to open up competition” – re-iterating the sentiments of Xbox president Sarah Bond, who said recently that “Apple’s new policy is a step in the wrong direction”.
The Xbox boss also confirmed that while Microsoft is discussing the Xbox app store with partners, there are regulatory and logistical hurdles to clear first, but there’s “a lot of excitement” for alternative app stores that can offer better terms and are “gamer first”.
The key passage on Xbox’s mobile strategy is below – thanks again to The Verge:
The Verge: On the mobile side, you’ve also talked about an Xbox mobile store and the potential for that. Is that still happening this year, what’s the status of that?
Phil Spencer: There are three sides to it. There’s regulatory work to actually open up the ability to install another store on an Android or an iPhone, which isn’t done yet. We’re actively engaged in the Digital Markets Act, and the work that has to happen to make that possible. Then there’s us actually building the store. We have some history there from having our own mobile store in the past. So we know how to go get that work done.
And then there are discussions with our own first-party and partners about the business opportunity. There’s a lot of excitement there for alternative storefronts on mobile devices that can offer better economics and are more, let’s say, gamer first because it’s going to be an Xbox store that we would go put there. We’re able to drive engagement to that store because we’re now one of the biggest mobile publishers withCandy Crush, Call of Duty Mobile, Diablo Immortal, and Minecraft. So we can actually use those games to help drive engagement to our store, which can benefit third parties as well.
The Verge: Some of that regulatory work isn’t done like you mentioned, so what do you think about Apple’s changes for the DMA? And is there room for Xbox Cloud Gaming now on iOS?
Phil Spencer: There’s not room for us to monetize Xbox Cloud Gaming on iOS. I think the proposal that Apple put forward – and I thought Sarah Bond’s comments on this were right on — doesn’t go far enough to open up. In fact, you might even say they go the opposite direction in some way, but they definitely don’t go far enough to open up competition on the world’s largest gaming platform.
We will continue to work with regulators, and Apple and Google, to create a space for alternative storefronts. I’m a big fan of how Windows works, and you’ve got a Microsoft Store on Windows, you’ve got Steam, you’ve got the Epic Games Store, you’ve got GOG. You have alternatives, and I think alternative ways for people to buy things creates goodness for consumers and creators. I think the largest platform for gamers, which is mobile, should have the same.
Xbox boss Phil Spencer has talked openly about launching an app store before, though internal documents have suggested that the company knows it’ll be difficult to break Apple and Google’s duopoly.
As we’ve written before, though, Microsoft is arguably the only other tech giant with the resources, know-how and game catalogue to launch a truly viable alternative app store. On top of Minecraft, it now owns Activision Blizzard, and therefore Candy Crush Saga, Call of Duty Mobile, Diablo Immortal and others.
