Microsoft has reiterated that its vision for an Xbox mobile gaming store is still alive, despite significant hurdles and delays since the initial announcement in 2022. The company originally aimed to challenge the dominance of Apple and Google in the mobile gaming market, with former Xbox president Sarah Bond promising a launch by July 2024 at a Bloomberg event.
Current Status of the Xbox Mobile Store
Recent observations by xCloud developer redphx revealed that the test URL for the store, which Microsoft had been using for the past two years, is no longer operational. The website's last update was nearly a year ago, and it remains unclear when exactly it went offline. This has led to speculation that the project may have been shelved.
However, Microsoft Gaming CEO Asha Sharma has pushed back against such claims. In a statement, Sharma said, "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."
Legal and Regulatory Efforts
Microsoft has been relying on regulatory and legal actions to force Apple and Google to open their app stores. The company hoped that the European Union's Digital Markets Act or court rulings in the United States would create opportunities. Initially, Microsoft pivoted to a web-based store offering deals on in-game items, but the core ambition remains.
The ongoing Epic v. Google lawsuit could provide a breakthrough. Microsoft has filed an amicus brief arguing that the court should compel Google to allow alternative app stores on Android, rather than accepting Google's proposed "Registered App Stores" program. The brief states, "Microsoft has undertaken significant efforts to prepare and launch new consumer offerings, which have won approval from Android users."
Potential Pathways
Outside the US, Microsoft could join Google's "Registered App Store" program, which is expected to launch later this year and may ease sideloading of app stores on Android. Within the US, a court order could force Google to host stores like Microsoft's inside the Google Play Store. However, this would require patience from Microsoft as the legal process unfolds.
Former Microsoft Gaming CEO Phil Spencer had previously expressed the company's vision: "We want to be in a position to offer Xbox and content from both us and our third-party partners across any screen where somebody would want to play. Today, we can't do that on mobile devices but we want to build towards a world that we think will be coming where those devices are opened up." Three years later, Microsoft is still waiting for that world to materialize.
Update, April 22nd: This article has been updated to include information from the Epic v. Google case and Microsoft's amicus brief.
