It is possible that Microsoft is planning to launch Xbox games store for mobile, at least according to recent comments from Phil Spencer, who heads Microsoft’s gaming business. While we don’t know what form such a store would take, we can make at least two assumptions – there will likely be some variation on Xbox’s subscription-based service, Xbox Game PassIt could provide some needed competition to both Apple’s mobile app store and Google Play.
The concept of a dedicated gaming app on a phone is not a new idea. PlayStation and Xbox both have companion apps available on Android and iOS, but they’re limited to social functions like chats and sharing game clips. A real Xbox app, like the one Spencer alluded to, would allow players to download their games to their phones and play them as if they were on the console itself.
While there’s still a lot to learn about Microsoft’s plans for the Xbox Mobile App Store, the potential launch could be a good thing for both consumers and the mobile market as a whole.
Restrictions on app stores
Until recently, both Apple and Google were toying with the idea of not having third-party app stores on their devices, though regulatory moves may change that. Specifically, the European Union’s Digital Market Law allows users to install third-party apps without using the app store associated with their device. Rumors indicate Apple may open the iPhone to third-party app storesat least in Europe.
However, there is no current rule that makes this mandatory outside European markets. However, given the power that Microsoft has and the difficulty of having different sets of rules for the same phone in different parts of the world, it’s not a stretch to think that both Apple and Google will allow some third-party app stores. To be installed on all phones.
There’s debate as to why Apple exercises such tight control over what you can install on one of its phones, and this can be summed up as concerns over quality control and security. But one of The biggest complaints I’ve heard Over the years of iPhone and Android users, the quality control does not extend to ads.
There are a lot of apps that mislead – and even outright lie – about what they offer users. For example, games like Top War will show players engaging in activities that don’t exist in the real game. This is especially common on… Sites like TikTok The ads promote gameplay and experiences that no player would ever experience. This fake gameplay is then replicated on the App Store page, appearing to confirm the lie.
Another common complaint is about the approach some free-to-play games take to in-app purchases that are supposed to speed up your progress in the game. The items you need to purchase – usually crystals – give the impression of constant progress and have been known to use predatory micro-transaction policies that can get people into serious financial trouble.
This problem, especially on phones, has become so common that even big franchises like The Simpsons or Family Guy have gotten involved in it. Apple and Google have intervened from time to time to try to reduce the problem. However, this is not their focus currently as the customer base has no other option. Perhaps additional competition from the likes of Xbox can change that.
Why would Microsoft be a breath of fresh air?
I want to be clear that the Xbox App Store doesn’t mean there won’t be instant gratification games. For example, King, the studio that created Candy Crush, is now under Xbox control afterward Activision deal. Candy Crush can be considered a great example of this type of application. However, games routinely offered on Game Pass that could fit the mobile market like Vampire Survivor and Ace Attorney Trilogy avoid this practice. I have confidence that the mobile app store release will emphasize these latter types of apps.
If Game Pass has enough high-quality games, customers will turn to it because of their preference. This would push Apple and Google Play to focus on more high-quality products and be less receptive to games that just seek to make a quick buck — at least in theory. Customers can simply turn to the best option, even via stores that are native to the device.
Another potential benefit of the Xbox Mobile Game Store on iPhone and Android is making necessary adjustments to XCloud to improve how it works. Currently, XCloud streams games over a Wi-Fi connection, which results in frame rate drops and even graphics downgrade in a weak WiFi area.
GamePass works a little differently: it requires games to be downloaded to the device instead. While it still requires an internet connection, it is not reliable to run games, and the quality is controlled by the device itself. This offers a much better service and is usually more accessible.
Ultimately, the real benefit of the Xbox Mobile Game Store being available on both iPhone and Android will be offering new and exciting types of games. One of the current complaints about gaming is that the mainstream market lacks public imagination. Expanding the audience for console gaming could bring new game makers into the mix.
No tech giant is thrilled about the prospect of increased competition, but competition is what helps markets grow and improve. Smartphone makers have monopolized app stores, which has led to some stagnation. The inclusion of one of the biggest names in gaming, Microsoft, could be the push everyone – from phone makers to app developers – needs to improve what they offer customers.