As the UK’s Competition and Markets Authority (CMA) investigates Microsoft’s $68.7 billion acquisition of Activision Blizzard, Microsoft has revealed in recent filings with the CMA that it plans to create a new Xbox Mobile Platform that will include Activision and King mobile games.
“This deal will enhance Microsoft’s ability to create a next-generation game store that works across multiple devices, including mobile, with the addition of Activision Blizzard content.” Building on existing communities of Activision Blizzard players, Xbox will aim to bring the Xbox Store to mobile, attracting players to the new Xbox Mobile platform,” the company wrote in its filing.
Mobile games are among the most popular downloads in app stores, so it’s no surprise that Microsoft wants in on the action. A graph on Microsoft’s Activision Blizzard acquisition website showed that in 2020 the mobile gaming market was worth $85 billion.
Microsoft added in its CMA filings: “Mobile gaming revenue from the King division and titles such as Call of Duty: Mobile, as well as ancillary revenue, accounted for more than half of Activision Blizzard’s revenue and the first quarter of 2022. .
The deal with Activision Blizzard appears to be Microsoft’s answer to developing its mobile games and competing with rivals Google and Apple.
But competing with the tech giants won’t be easy. A gaming study conducted by Data.ai and IDC showed that in the first half of 2022 in the quarter, consumers spent more than 1.6 billion $ per week for mobile games on the App Store and Google Play.
“However, moving users away from the Google Play Store and the App Store on mobile devices will require a fundamental change in consumer behavior.” Microsoft hopes that by offering well-known and popular content, players will be more inclined to try something new,” added Microsoft.
August. Sony PlayStation has announced the acquisition of Savage Game Studios. The Xbox rival said the mobile game developer will join its new PlayStation Studios mobile division to help with its mobile gaming efforts.
Another admittedly smaller competitor in the mobile gaming space is streaming giant Netflix. The company recently announced two new game studios in California and Finland. However, it is difficult to attract players. A recent report showed that less than 1% of its subscribers play Netflix mobile games.