Microsoft has announced that it will be launching its own mobile games app store, bringing competition to the market dominated by Apple and Google. The store, which will be available on both Android and iOS devices, will feature a range of games, from popular titles to indie games, and will also offer a subscription service for access to exclusive content.

Microsoft is no stranger to the world of gaming, with its Xbox console and PC gaming platform, but this move marks its first foray into the mobile gaming space. The tech giant hopes to challenge the dominance of the Apple App Store and Google Play Store, which currently account for over 98% of mobile app downloads.

According to Microsoft, the new store will offer a “curated selection” of games, with a focus on quality rather than quantity. The company has promised to work closely with developers to ensure that their games are showcased and given the attention they deserve.

One of the key features of the Microsoft store will be the availability of Xbox Game Pass, a subscription service that offers access to over 100 games on Xbox consoles and PCs. Subscribers will be able to play these games on their mobile devices through the new app store, as well as on their consoles and PCs.

The move into mobile gaming is a strategic one for Microsoft, as the mobile gaming market is expected to continue growing rapidly in the coming years. With more and more people using their smartphones and tablets as their primary gaming devices, the mobile gaming industry is expected to surpass the console and PC gaming markets in terms of revenue by 2023.

However, Microsoft will face stiff competition from Apple and Google, who have a significant head start in the mobile gaming market. Both companies have invested heavily in their app stores, offering a wide range of games, as well as features like in-app purchases and subscriptions.

In order to compete, Microsoft will need to offer a compelling selection of games, as well as a user-friendly experience that can rival that of its competitors. The company has not yet revealed how it plans to monetize the new store, but it is likely that it will take a cut of in-app purchases and subscriptions, just like Apple and Google do.

Despite the challenges, some analysts believe that Microsoft has a chance to succeed in the mobile gaming space. The company’s strong reputation in the gaming industry, as well as its expertise in cloud computing, could give it an edge over its competitors.

Ultimately, the success of Microsoft’s new mobile games app store will depend on how well it can differentiate itself from the Apple App Store and Google Play Store. With a strong focus on quality and a commitment to working closely with developers, Microsoft has the potential to become a major player in the mobile gaming market. However, only time will tell whether the tech giant can truly disrupt the industry and take on the established giants.