In today’s Roundup: Microsoft brings AI deeper into mobile gaming with its Xbox “Copilot for Gaming” assistant, now in beta across five countries. Apple faces a €500 million EU fine under the Digital Markets Act, with a compliance deadline looming. Meanwhile, Scopely cements its position in the mobile gaming market by acquiring Niantic’s game division, including Pokémon GO, in a $3.5 billion deal.

Microsoft tests 'Copilot for Gaming' AI assistant on Xbox mobile app

Microsoft has begun testing “Copilot for Gaming,” a new AI assistant integrated into the Xbox mobile app for iOS and Android. This feature uses data from players’ Xbox activity and Bing search to provide personalized game recommendations, achievement tracking, and gameplay tips. Currently in limited beta across five countries - including the U.S., U.K., and Australia - the assistant is part of Microsoft’s broader effort to embed generative AI into its consumer ecosystem. The company intends to evolve Copilot into a real-time gameplay coach across devices, including PC and console, while remaining aligned with EU regulatory frameworks such as the AI Act.

Apple faces EU fines over App Store practices

The European Commission has fined Apple €500 million for violating the Digital Markets Act (DMA) by preventing developers from directing users to alternative payment methods outside the App Store. Regulators determined Apple’s practices undermined competition and consumer choice. The Commission has given Apple until June 22, 2025, to bring its operations into compliance or face additional daily penalties. The ruling is part of the EU’s broader effort to rein in gatekeeping behavior among designated digital “gatekeepers.”

Scopely finalises $3.5B acquisition of Niantic’s gaming division

On May 29, 2025, mobile gaming company Scopely completed its $3.5 billion acquisition of Niantic’s gaming division, bringing titles like Pokémon GO, Pikmin Bloom, and Monster Hunter Now under its umbrella. The deal also includes companion apps Campfire and Wayfarer, and the integration of over 400 Niantic employees into Scopely’s operations. Scopely, owned by Saudi Arabia’s Savvy Games Group, now oversees a portfolio reaching over 30 million monthly active users and generating more than $1 billion in annual revenue. Niantic will continue as Niantic Spatial, focusing on geospatial AI technologies.