Gaming giant Activision Blizzard was revealed to be on the brink of creating its own mobile game app store during the recent Epic vs. Google trial. The ambitious project, known as ‘Project Boston,’ aims to revolutionize the Android gaming landscape with an alternative app store envisioned as the “Steam of Mobile,” according to Engadget.
The ‘Project Boston’ store aimed to challenge the dominant Google Play Store by offering a reduced transaction fee of 10 to 12%, in contrast to Google’s 30% levy. It promised Android users a haven for gaming, featuring titles from Activision Blizzard King, starting with popular games like Candy Crush and expanding to encompass a wider array of mobile games. As detailed by The Verge, the initiative involved two paths for the gaming giant, either establishing its mobile game store independently or in collaboration with industry giants like Epic Games and Supercell to allow users to sideload games onto their Android devices.
However, Activision Blizzard ultimately shelved its plans for ‘Project Boston’ in favor of a monumental deal with Google valued at over $100 million. This decision shifted the trajectory of the gaming giant’s foray into the mobile app market, opting for a partnership with potentially greater financial returns.
While Epic Games alleged that Google’s incentives deterred Activision Blizzard from launching its app store, the company’s Chief Financial Officer, Armin Zerza, clarified that the decision was primarily influenced by financial viability. He emphasized that the concept remained in its early exploratory stages and was not pursued due to its lack of financial attractiveness, refuting claims of external pressure from Google. The potential leverage tactic behind ‘Project Boston’ indicated that the store’s pilot program aimed to exert pressure on Google during ongoing negotiations.
As Activision Blizzard, now under Microsoft, continues to explore potential mobile app store ventures, the industry remains poised for potential clashes over mobile app distribution, heralding a future potentially fraught with competition and innovation in the mobile gaming sphere. Stay posted here at Tech Times.
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