Microsoft Windows Phone revenge: building a competing mobile app and game store

With Windows Phone infamously consigned to the history books, Microsoft’s move to Surface tablets, mobile apps, and their own Android phone in the form of the Surface Duo 2. But without a third option in the mobile space, iOS. and Google presides over a nefarious duopoly that could actively stifle competition while driving up prices for both developers and consumers.

Long-time readers of Windows Central will undoubtedly recall how tirelessly Google worked to undermine and dominate the Windows Phone platform. Google legally restricted access to its APIs, preventing Microsoft and third-party developers from making Windows Phone versions of their apps. Microsoft famously built the YouTube client in partnership with Google, until the company randomly determined that Microsoft’s YouTube app “violated” its API rules, effectively ending access to native YouTube on Windows Phone. This is not a bad faith anti-competitive behavior under Google (such as no ARM version of Chrome browser in Windows 11), as we all know, he supported. billions in many parts of the world for these arts. However, they have succeeded in contributing to the death of Windows Phone, effectively consolidating their monopoly on the cost of smartphones now and in the near future.

Microsoft may be gearing up to get its revenge, though. Say hi to the Xbox Mobile Store.

Lake Google Duopoly ending

iTunes

(Image credit: iMore)

More and more Google-Apple duopoly can be submitted. The UK CMA just announced today that Apple is investigating Xbox Pass and other streaming services. The epic battle of the most infamous courtroom games in the United States over the rules of the App Store. Apple has determined that a whopping 30% of all third-party app revenue goes directly to Apple, despite the fact that it has no stake in those products. Apple also doesn’t allow phone users to use third-party apps or even star apps without hacking, which most users simply aren’t going to do.

Epic Games tried to circumvent Apple’s rules with the industry-leading battle royale shooter Fortnite. Apple responded by blocking the app. Similarly, Apple is also blocking Xbox Game Pass on iPhones because anti-certificate does not want to see Microsoft’s high-priced subscription service eye from its host of low-quality gaming-oriented campaigns to win mobile games that are. a constant source of free cash, at the expense of users and developers alike.

Google allows Xbox Game Pass on the platform, but not much better overall. Google similarly blocked Fortnite when Epic stopped paying for the game and was accused by Epic of paying money to Activision-Blizzard to stop them from building its mobile app — something Activision denies.

Potentially billions of dollars are at stake in mobile gaming. Brands like Diablo Immortals, Minecraft, Call of Duty Mobile, and Roblox are making money hand over fist across iOS and Android, thanks to the ease of mobile access. A huge part of these profits do not go to developers and creators, they go straight into the pockets of Apple and Google. In Windows, developers can place their titles in a wide variety of tabs that all compete for what’s available. The Microsoft Store, for apps and games, was cutting back a little earlier, like Steam, against competition from the Epic Store. So it’s supposed to be a competition — and Google and Apple don’t like it. But Microsoft, Epic Games, and others are working to crack this duopoly.

There have been accusations of paying Google to prevent competition from generating social media. They denied the allegations of wrongdoing. (Image credit: Twitter)

Microsoft has already developed the Android subsystem for Windows and has partnered with Amazon to provide Android for Windows 11. Windows 11, unlike iOS, is a completely open platform that allows competing stores to coexist with the Microsoft Store for free.

Google allows Android OEMs on some of their devices to install their own app supplies and services, so we think Android phones offer the best for Windows users. Samsung has its own Galaxy Store, for example, which is the only available app store where Epic Games Fortnite is available because Samsung does not require such a hefty tax on publishers putting apps and games through its platform. And soon, it may be one of the only places where many of Activision Blizzard’s mobile games are also available.

Microsoft is exploring the potential of making its own Xbox Store for mobile games, according to comments to the UK’s competition authority (CMA).

“The thing will improve Microsoft’s ability to create the next game store that works across different devices, including mobiles from the addition of content from Activision Blizzard. Building on Activision Blizzard’s existing communities of gamers, Xbox will seek to mount. Xbox Recipe to mobile, attracting games to the new Xbox Mobile roster.” – Microsoft in the UK CMA.

There will be a future where Microsoft and others will give back power to users and developers in the process of forcing mobile platforms to become more open and Windows-like.

If Microsoft manages to land its action-Blizzard in 2023, it will have command and control over major mobile titles such as Candy Crush, Call of Duty Mobile, Diablo Immortal, and various other upcoming games in development. Microsoft’s own Xbox Mobile Store could also become the home of Xbox Game Pass, which is optionally overshadowed on iOS as we said, and restricted on Google Play due to Google’s deep 30% tax on in-app purchases. Developers coming to Android via Xbox Game Pass cannot make their games beyond the upfront solution, due to Google’s rules. This stifles independent developers, stifles creative innovation, and prevents anti-certificate provision of mobile devices.

Mobile gaming is incredibly lucrative, and Microsoft will soon have an incredibly popular portfolio of blockbuster mobile titles that will finally give it the power to challenge Google and Apple’s dominance of mobile gaming. There will be a future where Microsoft and others will give back power to users and developers in the process of forcing mobile platforms to become more open and Windows-like.

Xbox: forging a lot more for developers

It's called Xbox Games

(Image credit: Future)

Recently, Microsoft Gaming CEO Phil Spencer said that Xbox will become “impossible” if it cannot expand to mobile. We all have a phone now; everyone needs a phone – not everyone needs an Xbox or PC game. Microsoft also knows this. More and more around the world, users are opting to save money by gaming with the devices they already have. As phones become more powerful and the quality of mobile games improves, the value proposition is likely to decrease. There will always be a market for video game consoles and gaming laptops and PCs, but it is completely foolish to ignore the rise of quality mobile gaming as a genuine avenue for serious gaming. In addition, its power is held back by Google and Apple’s apathy towards the art of game creation, as they encourage toxic practices such as mechanical gambling and promote profit above all else. Traditional games are barely cutting through the swamp on mobile, and this is partly why Google and Apple have shaped their platforms.

What if otherwise? The very idea of ​​a traditional video game publisher bringing their app store to iOS or Android can be tantalizing. Imagine a mobile gambling store that makes gambling games and winnings a shame, and focuses on quality instead of experiences. Imagine a company that offers developers a bigger cut of revenue to recreate games and developers to pay dividends against Apple and Google. Imagine a store that promotes independent games and not just those who pay money for Google Ads. This seems to be Microsoft’s work.

If I had to guess, Epic Games and LG are probably on board to partner up. Given that Fortnite is already on the Samsung Galaxy app store and the Xbox Cloud Gaming platform, Microsoft has given a deep partnership with Samsung to integrate Microsoft services into Android. It makes perfect sense to me that the future is where these companies come together to build a new kind of mobile store that puts customers and developers first, rather than Apple and Google.

glorious revenge

Windows Phone 7

(Image credit: Microsoft)

I’d be lying to suggest there isn’t a level of schadenfreude here for me. As someone who was burned by Google’s monopolistic behavior on Windows Phone, and as someone who resented Apple’s arbitrary block on Xbox Game Pass — nothing would give me greater joy than regulators forcing Google and Apple to install competing app providers in the e-out-of-the-box experience.

Microsoft and Epic Games are promoting each tablet on Android and iOS which offers developers and consumers a better deal. Nothing would fill me with joy like seeing GeForce Now, Steam, Xbox Game Pass, PlayStation, Riot Games, Nintendo, and whoever else come down on mobile platforms with their own separate forays, promoting the traditional gaming ethos in an honest way. platform

Google and Apple have created a very narrow market for the types of games and business models that can succeed on the platform, even though they both enjoy absolutely monstrous penetration. It’s time to end the duopoly of mobile platforms, and for the shadow of Windows Phone to have its revenge. *spooky music*

About Franklin Cheatham

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