At its annual developer conference, Build 2025, Microsoft unveiled a series of significant updates to the Microsoft Store. Among the key announcements was the elimination of registration fees for individual developers, marking a pivotal step in reducing barriers to entry for creators worldwide.
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Elimination of Registration Fees for Individual Developers
Starting next month, individual developers will be able to publish their applications to the Microsoft Store without incurring any registration fees. Additionally, the requirement for a credit card during registration has been removed, further streamlining the onboarding process.
Developers can register at the following link: Microsoft Store Developer Registration.
Introduction of Microsoft Store FastTrack Program
To support companies new to the Microsoft Store ecosystem, Microsoft has launched the Microsoft Store FastTrack program. This initiative offers free resources, including waived application fees, simplified certification processes, and dedicated consulting support at every stage of app submission. Companies interested in participating can register here: Microsoft Store FastTrack.
Easier Certification Process
Microsoft has overhauled its certification process to provide developers with faster processing times, clearer instructions, and fewer resubmissions. Enhanced reporting tools now include detailed crash logs, policy recommendations, and screenshots to help developers resolve issues efficiently. Additionally, compliance with privacy policies has been simplified, with Microsoft offering free hosting for privacy policies on its servers.
Improved User Acquisition and Engagement
To help developers attract and retain users, Microsoft introduced several innovations designed to enhance app discoverability and installation:
Microsoft Store Web Installer
Developers of Win32 or MSIX apps can now simplify the download and installation process through the new Microsoft Store Web Installer. This tool allows users to install apps directly from any browser, even on corporate devices where the Microsoft Store app may be disabled. Developers can create a link to their app using the launch parameter "mode=Direct" by visiting: Microsoft Store Badge Generator.
Enhanced Search Capabilities
The search functionality within the Microsoft Store has been upgraded to leverage vector representations and semantic ranking, enabling users to find apps more intelligently. Furthermore, users can now discover, install, and launch apps directly from the Windows taskbar search box.
Expanded Integration with Intune
The Microsoft Store now supports the distribution of Win32 apps (in beta), AI-powered applications, and age-restricted apps, broadening the range of content available to enterprise customers.
App Campaigns for Growth Optimization
In the coming weeks, all developers will gain access to App Campaigns, a feature that allows them to create targeted ad campaigns for their apps and games across the Microsoft Store and other Microsoft platforms. Built-in analytics will enable developers to track post-install activity and optimize their campaigns for growth. Developers can apply to participate in the open beta here: App Campaigns Open Beta.
Enhanced Analytics for Developers
Microsoft has also introduced improvements to the Partner Center, providing developers with more robust acquisition reports. Key metrics such as the Install Success Rate and User-Initiated Aborts trend graph are now available to help developers assess their app performance.
Over the next two months, Microsoft plans to expand health reporting capabilities, introducing new metrics such as crash rate, hang rate, and the number of affected devices. These insights will enable developers to prioritize bug fixes and compare the quality of different app versions, architectures, and devices.
The official announcement is here.
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