Xbox app on Windows will soon let you install other storefronts through it

Microsoft announced its new direction of upgrading the Xbox app on Windows to become a universal launcher a few months ago, and now, another important feature has been unveiled. Xbox Insiders are soon gaining the ability to install other Windows applications straight from the Xbox app, including other storefronts. While the company is releasing the feature on all Windows PCs, it should be most useful on handhelds like the ROG Ally or other competitors.

The feature will be enabled via a new tab named My Apps that will appear inside the Xbox app's library. Microsoft says the page will let users "locate, view, and download third-party applications and most commonly used storefronts."

While it did not name any specifics, the attached image in the announcement blog post shows Battle.net and GOG Galaxy as supported game store launchers, as well as Microsoft Edge as a browser. We imagine that other options like Steam, EA Play, Ubisoft Connect, and Epic Games Store will be supported too, at least when the My Apps page is ready for launch.

At first, Xbox Insiders who will be testing the feature will have a "tailored selection of apps," per the company, for viewing and downloading them easily without needing to reach the desktop. Support for more applications will be coming later.

"My apps enables players on an ROG Xbox Ally or other Windows 11 handhelds to more easily navigate between applications from the Xbox full screen experience, a new feature optimized specifically for handheld gaming," says the company. "With new modifications that minimize background activity and defer non-essential tasks, more system resources are dedicated specifically to gameplay."

Anyone interested in testing out the new update and its 'My Apps' centralization feature can use the Xbox Insider app on PC to enroll in the ongoing Insider Previews.

Don't forget that Microsoft also announced a new Handheld Compatibility Program for gamers to find what games will work well on their favorite Windows 11 handhelds.

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Posted Friday 22 August 2025 at 2:04 pm AEST (my time).

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