Microsoft Brings Ads, More Win32 Apps to the Microsoft Store

Citing its 900 million users and rapid growth, Microsoft is now promoting the Microsoft Store in Windows as the go-to opportunity for developers.

Right. We’ve heard that one before.

But the Microsoft Store, which debuted as the Windows Store in Windows 8, has never amounted to much of anything, and in January 2020, Microsoft shut down ad monetization in UWP (Universal Windows Platform) apps, the app platform around which the store was based. Today, of course, the Microsoft Store caters to a much more diverse range of app types, and Microsoft offers developers the best terms in the business.

The trick, as always, is monetizing that user base. And that, to date, has proven next to impossible. But given Microsoft credit for trying.

‘The lines between ‘mobile’ and ‘desktop’ have blurred, “ the Windows Developer Team writes in a new blog post. “In turn, the behaviors consumers are accustomed to on mobile are transferable to the way people expect apps on PCs to look, feel, and function. Developers know that apps are central to how we work, play, and connect. And the great news is [that] PC apps are having their moment. From the pandemic accelerating PC use to app-savvy millennial and Gen-Z audiences growing up creating and using apps, a wide audience is looking for app-centric experiences, not only on mobile, but on PCs, too.”

We’ll see. But to court this audience, Microsoft is offering developers who target the Microsoft Store some new functionality that includes:

Microsoft Store ads. Announced at Build 2022, the redesigned Microsoft Store that debuted in Windows 11 now offers new app discoverability opportunities for desktop apps. “Microsoft Store Ads was designed to help developers grow their business by getting their apps or games in front of the right customers at the right time, and to inspire Microsoft Store customers with great content,” the team explains. “A developer of a music-making app, for example, will be able to create an ad campaign to get their app in front of an audience that likes music or likes to create music.”

Open App Store principles. As part of its makeover, the Microsoft Store lets apps use their own in-app payment and commerce systems and create third-party storefronts.

Win32 apps. Last year, Microsoft announced a waitlist for Win32 app developers for the Microsoft Store and it has since “welcomed hundreds of developers.” Today, that program is now open to all Win32 app developers, including those that target .NET, C++, Electron, Flutter, Qt, Rust, and more.

You can learn more about Microsoft Store ads here.