Game store, rather. For their XBox platform. Third party developers will be able to create and deploy games through this online store, and will be able to keep most of the money generated by their games. 70%, to be exact. 30% will go to Microsoft, of course. To be accepted in this game store, the games need to pass a review.

Announcing this plan, Chris Satchell, CTO at Interactive Entertainment unit of Microsoft said:

We’re creating an opportunity for aspiring developers to start their careers on the world stage. This will no doubt act as an incentive for game creators to continue to develop the best, most innovative games for Xbox 360.

And Boyd Multerer, general manager of XNA added:

Nobody’s ever done this before. We have high hopes that it will be a good business. We have no proof. This is what happens when you do something new, that’s never been seen before.

Sound familiar? Is there a faint resemblance to the App Store, maybe? Folks at Microsoft think SO much like Apple, that coincidence needs to work overtime. And that still doesn’t cover it. And what’s with the claim that nobody’s done this before?

Just to refresh your memory, I’ve commented on another such coincidence earlier too.