In a groundbreaking development, a U.S. court forced Google to open up its Play Store, compelling it to implement changes that come into effect from November 1st. The ruling spells a big departure in the mobile app ecosystem since it is more likely to challenge the hegemony of Google in the marketplace for Android apps and provide doors open to developers. Microsoft hasn't let too much time pass since the ruling without making the most of its opportunity, announcing some pretty big updates for its Xbox app on Android.
Xbox President Sarah Bond made known through social media that beginning November, users would be able to buy and play Xbox games directly from the Xbox application on their Android devices. Some much-awaited changes indeed because early versions didn't allow buying from this application. Decisions like these raise many questions though-why weren't they done earlier?
To put this in some context, The Verge noted that both the Steam and PlayStation app already allow to buy games on their mobile platforms. In fact, Microsoft was behind on this, although it does not seem there are any technical reasons why it couldn't do it. The only apparent reason was a requirement by Google that apps making in-app purchases would need to use Play Store billing, a system that took a portion of the transaction.
However, this court judgment has upped the game. A stranglehold on Play Store billing from Google would be broken, and developers will thus be forced to work through Google's system as in the case of Microsoft. The new freedom in being allowed to offer in-app game purchase means that Xbox by-passes completely the billing system of the Play Store.
This update will make the latest integration between Xbox Cloud Gaming and the app very solid. Now that it is updated, users do not only purchase Xbox games; they immediately stream those games using Xbox Cloud Gaming. Players can now directly jump into playing games on a mobile device without necessarily using a console.
To begin with, for those who may not know, Xbox Cloud Gaming is one such platform that allows one to play Xbox games on their phones through a subscription-based service. This is the response from Microsoft to game streaming services by Sony and Valve and other firms, although their solutions are usually to stream games off a PlayStation console or PC.
Microsoft's actions in moving forward so quickly after this court opinion really speak to the need for flexibility in terms of billing and app-store distribution for large companies. But who else will follow?
For instance, would Amazon re-enable in-app purchases, or would it do that specifically for its Kindle app? In 2022, it removed in-app purchases, thus forcing users to purchase books through their web interface. Users might again get in-app purchases for Kindle as well as other apps, due to the fact that developers can self-bill them through their own systems.
Interestingly, the updates of the Xbox app from Microsoft arrive at a time when the company is still working on its dedicated Xbox mobile store - a project we've already featured on AndroBranch. Actually, way back in an earlier blog, we were discussing how ambitious Microsoft was to launch an all-decked-up version of Xbox App Store that would easily distribute mobile games from its studios, including Candy Crush, Minecraft, and Call of Duty Mobile, among others.
While that dedicated store is yet to launch, the latest release of the Xbox app represents something of an exciting omen of what is in store for the near future. It hints at a broader strategy by Microsoft that is designed to expand its presence in mobile gaming. The web-based Xbox mobile store, under development as such, is also said to be focused on selling first-party games and in-game items, thereby offering players more options going forward.
This is a great ruling by the high court for developers and consumers alike, as Google can no longer force developers to use the billing service of the Play Store. Accordingly, the developer will have more control over its revenues as well as how the transaction is processed inside their application, and the higher court ruling will spur greater competition inside the app marketplace, potentially resulting in cost savings for the consumer as companies look for ways to price themselves more competitively.
For years, the control that Google has over the Play Store has been under attack. The ruling finally gives developers a chance to be allowed to operate with a bit more freedom. The ruling also requires Google to allow rival app stores to be distributed within the Play Store itself, thereby making an even more competitive environment. More importantly, however, this is quite significant to companies like Microsoft, which would prefer to carve out their spaces specifically in mobile gaming and app distribution.
This is only the tip of the iceberg if Microsoft's speedy response to this ruling turns into a major shake-up in Android's world. With the imminent option to buy and play Xbox games right from the Xbox application on Android, users will not face the massive clutter that awaits them in lots of unskinned applications. This should serve Microsoft's interests as well as put down the first challenge for other developers who need to regain control over their apps. So, looking forward to the future in November, we definitely do anticipate other major players such as Amazon and Spotify and Netflix to respond to this newfound flexibility of the Google Play Store. One thing for certain is that simply the beginning of a new age of mobile app development will emerge.
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