Microsoft delays Xbox Mobile App Store launch as it prioritizes additional market research

Posted by By our-little-miss-is-home November 14, 2024 19 Views 3 Min Read
Phil Spencer Xbox cover, Xbox Mobile Store



  • Microsoft’s Xbox Mobile Gaming App Store, originally slated for a July 2024 release, has been delayed.
  • The team focuses on market research to ensure a unique, competitive offering.
  • Spencer emphasized that a web-based store alone would not meet Microsoft’s ambitions.

Microsoft’s highly awaited Xbox Mobile Gaming App Store will face more delays for its launch. CEO of Microsoft Gaming Phil Spencer recently confirmed that the team currently is focusing on additional market research, and the current desire is to create a unique, attractive offering in the competitive mobile space.

The Xbox Mobile App Store launch was originally set to release this July 2024

In an interview with Bloomberg, Spencer dismissed the idea releasing a web-based store won’t be enough, as it needs a clear value to attract users beyond the dominant Apple and Google app stores. “A web store would mean somebody doesn’t have to go into the app store to try to install something, but you still have to have a way to find the store”, he added.

Xbox Games CEO Phil Spencer CoverXbox Games CEO Phil Spencer Cover
Microsoft Gaming CEO Phil Spencer (Image via XBox Games)

In October 2022, Microsoft announced plans for an Xbox Games App Store on mobile, aiming to challenge Google and Apple’s dominance. There was also confirmation that Microsoft is talking to other partners to establish its very own mobile store. The store was set to launch in July 2024 but there have been no updates since then apart from the store web page popping up in the insiders program.

Phil Spencer mentioned that Microsoft is still open to making more acquisitions, even after the big $68.7 billion Activision Blizzard deal. While no big deals are planned for now, Spencer said Microsoft is especially interested in growing its presence in Asia, with a focus on working with creative teams in China since deals that add “geographic diversity” might be worthwhile.

Microsoft Activision Blizzard Deal logo Games Cover, Microsoft Activision Blizzard acquisition, Microsoft Activision AA gamesMicrosoft Activision Blizzard Deal logo Games Cover, Microsoft Activision Blizzard acquisition, Microsoft Activision AA games
Activision Blizzard and Microsoft (Image via Microsoft)

Ultimately, while no new launch date is set, Spencer remains optimistic about the mobile gaming scene. “The ball is moving in the right direction,” he said, pointing to a future where open platforms could allow for more user and creator choice.

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