Tucked into Microsoft's response to the whole UK CMA Activision Blizzard deal (yep, it's still ongoing!), the company has revealed more details on a planned Xbox mobile store, which will attempt to pry users away from the existing iOS and Android storefronts.
According to the statement, the plan is to "scale the Xbox Store experience to mobile", with the Activision Blizzard acquisition set to "improve Microsoft's ability to create a next generation game store" across multiple devices.
Here's what Microsoft said about the move in its UK CMA statement:
"The transaction will improve Microsoft’s ability to create a next generation game store which operates across a range of devices, including mobile as a result of the addition of Activision Blizzard’s content. Building on Activision Blizzard’s existing communities of gamers, Xbox will seek to scale the Xbox Store to mobile, attracting gamers to a new Xbox Mobile Platform.
Shifting consumers away from the Google Play Store and App Store on mobile devices will, however, require a major shift in consumer behavior. Microsoft hopes that by offering well-known and popular content, gamers will be more inclined to try something new."
So far, the Xbox CMA battle has primarily focused on console gaming, particularly surrounding Call of Duty and its availability on PlayStation. However, it's been clear from the start that Microsoft is also focusing a lot on the mobile market with this planned acquisition, which is no surprise given Activision Blizzard's ownership of properties like Candy Crush, and of course, Call of Duty: Mobile.
What do you think of another mobile storefront being led by Microsoft? Drop your thoughts down below.