Microsoft announced plans to launch its own mobile game store later this year. This new platform will directly compete with the dominant forces of Apple’s App Store and Google’s Play Store, offering gamers an alternative marketplace for their mobile gaming needs.

Scheduled for a July release, the Microsoft mobile game store will initially be accessible through a web browser, making it readily available across various devices and regions. This approach bypasses the need for approval from Apple or Google, potentially offering more flexibility for developers and publishers.

The store will kick off by featuring Microsoft’s own library of popular mobile games, including the widely successful Candy Crush Saga. The company has hinted at plans to expand the offerings to include titles from third-party publishers in the future, creating a more diverse game selection for users.

This move signifies Microsoft’s ambition to capture a larger share of the lucrative mobile gaming market, currently estimated at over $90 billion. By providing an alternative platform with potentially lower fees for developers and access to a wider audience for publishers, Microsoft hopes to entice creators and gamers alike.

One of the key selling points Microsoft is emphasizing is user freedom. The company claims its store will offer a more cross-platform experience, allowing users to access their game library and progress across different devices. This could be a significant advantage compared to the current limitations imposed by the siloed ecosystems of Apple and Google.

However, the success of Microsoft’s mobile game store hinges on several factors. Attracting a critical mass of high-quality games and developers will be crucial to compete with the established giants. Additionally, user adoption and loyalty will depend on the overall user experience, the range of titles offered, and any potential pricing advantages Microsoft might introduce.

The launch of the Microsoft mobile game store in July marks a significant development in the mobile gaming industry. It injects competition into the market, potentially benefiting both developers and gamers. Whether Microsoft can carve out a substantial niche in this crowded space remains to be seen, but their entry promises to shake things up and provide users with more choices in the ever-evolving world of mobile entertainment.