Meanwhile, Microsoft is working on a browser-based Xbox mobile store of its own to take on the Google Play Store and the App Store. Indeed, its $69 billion acquisition of Activision Blizzard, which owns Candy Crush maker King, was in part driven by the desire to boost its mobile game offering ahead of the launch of this store.

Thanks to a recent court ruling forcing Google to let third parties host their own app stores on Android, Microsoft will allow for in-app purchases and gameplay via the Xbox Android app.