Speaking at the Bloomberg Technology Summit on Friday, Xbox president Sarah Bond revealed that Microsoft will launch its own online store sometime in July. It will be a browser-based offering that will feature first-party games in the publisher’s portfolio, along with in-game items for games like Minecraft and Candy Crush.

“This year, we’re launching our first mobile offering where mobile players can find deals on their favorite in-game items and discover new games, starting on the web so players can access them anywhere,” Bond said. “This web-based store is the first step in our journey to build a trusted app store with its roots in gaming.”

Bond emphasized that the store is web-based because it allows players to access their Microsoft content wherever they want, so that it "truly transcends devices: who you are, your library, your identity and your rewards travel with you rather than being locked into one ecosystem."

The fact that they don’t have to pay Apple or Google likely plays a role as well. Notably, during the interview, Bond confirmed that the site will eventually expand beyond the web, which likely means the store will launch on other platforms in the future. While the site will initially only feature Xbox’s first-party games, Bond says the company will open the store up to other publishers in the future, allowing it to compete directly with Apple and Google.