Microsoft rolls out new Gaming Cloud business

Microsoft rolls out new Gaming Cloud business

Tech giant Microsoft has revealed its latest business division, Gaming Cloud.

Per an interview with Gamasutra, this is new venture will see the firm trying to work with developers to run their games. This isn't limited to specific platforms, either, with the Gaming Cloud tech supporting all platforms.

Microsoft is very much in the developer recruitment phase, trying to help developers with their projects. Furthermore, the firm is said to be giving away credit for PlayFab, Visual Studio App Center and Azure services to get developers into its ecosystem at GDC this week. $2,500 worth, in fact.

"We're taking a very device-agnostic approach," Gaming Cloud GM Kevin Gammill said.

"It doesn't matter whether you're a game developer focused on console devices, or PC -- that could be either our store or Steam or GoG -- or the mobile or indie market, be it iOS or Android. With our cloud services, we want to deliver a first-class experience, regardless of platform. That's one aspect you could argue is slightly different from Microsoft's old-school approach."

He continued: "Right now we're really focused on game developer muscle, helping developers iterate on, develop, distribute, operate. You're gonna see us shift more over to the marketing aspect, where we can bring some business intelligence to the table to help devs acquire the players they want, retain them, and help monetise them better as well."

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.