Microsoft has just presented a list of principles that will apply to its application stores. Based on the opening of the market, they are in opposition to the regulations in force on the platforms of Google and Apple.
Microsoft wants an open and fair market
In a blog post, the president of the Redmond firm, Brad Smith, explains that the principles will apply to the Microsoft Store on Windows and to the next-generation platforms that will be implemented by Microsoft in the video game sector. Eventually, they will also be implemented for the marketplace where it is possible to buy Xbox games.
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The company promises that all developers will be able to access its app stores if they meet reasonable and transparent quality and security standards, but also that they will not be required to use Microsoft’s payment system. to process in-app payments. In the event that they choose an alternative payment system, they will not be disadvantaged.
In addition, Brad Smith assures that third-party applications will be treated equally to those of Microsoft and its partners, and that developers will not have to offer more favorable conditions than in other application stores.
” The principles we’re embracing today will also help deliver the best possible experience for creators and customers of all sizes. These principles are based on app store legislation being considered by governments around the world, including the United States, European Union, Republic of Korea, Netherlands, and other countries. says Microsoft.
Objective: to accept the acquisition of Activision Blizzard
The firm does not hide it: the implementation of these new directives aims in particular to comply with current and future regulations so that its takeover of Activision Blizzard, the largest in its history, for an amount of approximately 70 billion dollars is validated by the regulators:
“We developed these principles in part to respond to Microsoft’s growing role and responsibility as we begin the process of seeking regulatory approval in capitals around the world for our acquisition of Activision Blizzard. This regulatory process begins as many governments also introduce new laws to promote competition in app markets and beyond. We want regulators and the public to know that as a company, Microsoft is committed to adapting to these new laws, and through these principles, we are doing that.”
If accepted, the takeover would allow Microsoft to add very popular titles like Call of Duty or World of Warcraft to its catalog, and in particular to its Game Pass offer. In this regard, the company wants to reassure legislators and ensures that it does not want to monopolize the market: Call of Duty games will still be offered on Sony’s PlayStation, Xbox’s great rival, and the company is seeking to have a similar deal with Nintendo. Its CEO, Satya Nadella, assures that the acquisition of Activision will make Microsoft the third player in the market behind Tencent and Sony, which would therefore not allow it to exercise a monopoly in the sector.
On the other side of the Atlantic, regulators are increasingly strict with the technological giants. Photography: Louis Velazquez / Unsplash
If Microsoft is making so much effort for its transaction to be accepted, it is because it will be reviewed by the Federal Trade Commission (FTC). The federal agency is now chaired by Lina Khan, a fervent opponent of the monopolistic practices of Big Tech. Moreover, the latter promised to be more aggressive with corporate mergers, and even decided to block the takeover of ARM by Nvidia, leading to the abandonment of the acquisition. Nadella says Microsoft’s takeover of Activision will benefit users through the company’s vision of making games playable on any device by creating a universal app store.
In addition to the United States, Microsoft is also preparing to face mistrust from European authorities, known for their severity against tech giants, but also from the United Kingdom. Moreover, the Redmond firm recently agreed to modify its Game Pass subscriptions across the Channel, always with the aim of softening its image in the face of regulators.
Microsoft vs. Apple and Google
The authorities’ interest in app stores is growing. Earlier this month, the US Senate approved a bill to prevent Apple and Google from imposing their own rules on their platforms, but also to prevent them from collecting fees from app developers.
With these new principles, Microsoft is positioning itself directly against the practices of Apple and Google. The Redmond firm has also supported Epic Games during its lawsuit against the Apple brand, which is precisely interested in in-app payments for applications present in the App Store.
” As a company, we continue to focus on adapting to regulation rather than fighting it. This is partly because we have adapted for two decades to antitrust rules and learned from our experience. “, assures the company. Clearly, Microsoft’s strategy is drawn: the firm will do everything to comply with the requirements of the regulators with the objective that its takeover of Activision Blizzard is finally validated.