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This new mobile games store will compete with existing platforms like the Apple App Store and Google Play Store, which are currently the two dominant platforms in the smartphone segment for app developers to host their products on. They are notorious for charging transaction fees on all app downloads and in-app transactions requiring a monetary exchange.
In fact, multiple companies have sued Apple because of their insistence on charging up to 30% fees for every app and game on their platform. If Microsoft builds a viable alternative to these platforms, it will gain lots of value amongst developers looking for a solid platform that won't charge them money for this service.
Microsoft already owns lots of game-developing companies that offer their products on the existing Xbox app store on desktop and Xbox consoles. If this acquisition goes through, they will also have access to more popular gaming franchises such as Call of Duty: Mobile and Candy Crush Saga, which are developed by Activision and King, respectively. This could give gamers the incentive to switch to their native installer instead of the traditional Apple and Google offerings.
However, they face a tough road ahead when it comes to making these things happen, as they are already being challenged by Sony in the console space over this acquisition. Moreover, Apple is guaranteed to make trouble as well, considering their already ongoing feud with third-party app stores, like the one operated by Epic Games. Only time will tell if they are able to convince the CMA to allow the $68.7 billion acquisition to go through successfully.