With everyday life already tied indelibly to the blend of tech and pop culture, Microsoft is gearing up to radically shift the future of mobile gaming. At the Bloomberg Technology Summit in June this year, Sarah Bond, president of Xbox, announced the Xbox mobile gaming store would be out later this July. In and of itself, Xbox’s move is a strategic one that goes beyond just expanding gaming for Microsoft. It’s also a crafting of a story about the future, and what that future holds for gaming.
Utterly reversing the ecosystem model Xbox players are used to, the battle to bring Xbox’s expanding gaming portfolio into the pockets of millions begins with the launch of the Xbox mobile store from a web address instead of the restrictive policies of giant App Stores. Supporting players across almost any device or country, an internet-first Xbox mobile store marks an uncompromising Microsoft content provider that will blur boundaries and device stores, opening up new worlds and possibilities for gamers.
Picture having access to a vast ocean of blockbuster casual games such as Candy Crush and Minecraft, but in a format that you could play from your phone. That’s what Microsoft wants to do – attract and prove a quality standard for mobile games with its own first-party titles.
At the heart of Microsoft’s strategy is the idea of a big, user-friendly ecosystem. Bringing the Xbox mobile store to the web bypasses the barriers of platform approvals, offering gamers a direct portal to their games – a frictionless entry point to a universe.
Where once Microsoft’s vision of Xbox Live spanned a console and a PC, it now expands onto to any device with an internet-connected web browser. And that’s what it should be about. Microsoft is simply ahead of the curve. Every legitimate prognosticator knows that the future of gaming lies in this heightened convenience and easy access.
Microsoft has a jigsaw strategy, where the pieces fit One way to look at Microsoft’s gaming strategy is that it’s offering what games call a ‘core loop’. In a basic downthetubes adventure, the core loops might consist of finding and opening doors, fighting and killing monsters, entering and leaving rooms, and collecting usable objects. But this is all just ready-made content; it’s not an experience. A jigsaw-puzzle ecosystem, though, is designed to retain inside the Microsoft family a gamer who has already demonstrated that he has joined it in the first place. Rather than selling you an individual game, it sells you a complete experience at value.
With the radical introduction of the Xbox gaming store on mobile, Microsoft isn’t just adding to its catalogue of games – it’s redefining mobile gaming. By advocating for accessibility and independence from the constraints of app store policies, Microsoft has the opportunity to set a new standard in gaming on a global scale.
Microsoft have placed themselves at the centre of how we use computers, creating new ways for us to interact with the computer and with each other. From MS-DOS to Microsoft Word to Excel, the Redmond-based company has been at the centre of innovation for decades, transforming the ways in which we work and play. Although Microsoft stands for many things, it is perhaps best known for its Xbox games console – a testament to its prowess in bringing innovation to gaming.
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