During a Bloomberg event today, Xbox president Sarah Bond said the company plans to launch a mobile gaming store to rival Apple and Google. "According to Bond, the as-yet-unnamed store will launch in July on web browsers, rather than a designated app, with Microsoft's recently-acquired Candy Crush Saga serving as a day-one tentpole franchise," reports GeekWire. From the report: Microsoft's entry into the mobile gaming market -- the most lucrative arm of the games industry -- has been anticipated, particularly since the company's recent $69 billion acquisition of California-based mega-developer Activision Blizzard King. In November, Xbox head Phil Spencer that the company was "talking to other partners" to potentially launch a mobile store. The move sets the stage for a new competition between Microsoft and both Google and Apple, since most mobile games are sold and downloaded through their respective app stores. Bond told Bloomberg that the new Microsoft mobile store "goes truly across devices -- where who you are, your library, your identity, your rewards travel with you versus being locked to a single ecosystem."

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