Microsoft is thinking about creating a mobile game store for Xbox fans.

Microsoft is looking to shake up the world of mobile gaming by bringing the Xbox experience to smartphones. According to a filing with the UK’s Competition and Markets Authority, the tech giant is planning to launch a “next generation” Xbox store on mobile devices, featuring content from the proposed Activision Blizzard merger. Games like Call of Duty Mobile and King’s casual titles could help attract gamers to the new platform, Microsoft claims.

The move is expected to boost Microsoft’s mobile gaming and ad revenue, while also providing valuable expertise in developing and marketing these titles. However, there are challenges ahead, as it will require a significant shift in consumer habits away from the Apple App Store and Google Play Store. Microsoft aims to apply its open app store philosophy to the Xbox mobile shop, offering equal treatment for third-party apps and in-app payment options.

Despite the ambitious plans, there are obstacles to overcome. The CMA is investigating the Activision Blizzard buyout over competition concerns, and there are limitations on installing a dedicated Xbox game store on Apple devices. While Microsoft may face challenges with Apple, it could find success with Android users who can sideload third-party stores. Ultimately, Microsoft is hoping to convince regulators that the deal will benefit competition, even as concerns linger about the company’s control over the gaming industry.