One of the preferred purchase categories in the app stores, both the Apple App Store and the Google Play Store, is that of games.Why Microsoft App Retailer?
The company has stated that by adding content from Activision Blizzard, it "could create a next-generation game retailer that operates across a variety of devices alongside mobile."Activision Blizzard Mobile Game Revenue
The company added that revenue from mobile games like Call of Duty: Mobile and other King division titles (which were also its main source of revenue) accounted for more than half of Activision Blizzard's revenue in the first half of 2022.Microsoft has to compete with Google and Apple
This acquisition deal appears to be an opportunity for Microsoft to build its presence in mobile gaming and compete with rivals like Google and Apple.Mobile Game Editions on the App Store
According to TechCrunch stories, gaming research conducted in the first quarter of 2022 found that customers spend more than .6 billion each week on mobile video games through the Apple App Store and retailer Google Play.How Microsoft plans to move Google Play Store and App Store customers
Microsoft knows that asking mobile users to switch from the Google Play Store and App Store "will require a serious shift in buyer behavior." The company hopes that by offering familiar and popular content like Call of Duty, enthusiastic gamers will get involved in the fight for something new.
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