The Microsoft Activision Blizzard fiasco has taken a new turn. On one hand, the Xbox maker has repeatedly expressed confidence that the deal will be given the green light by regulators, and on the other hand it has launched an entire marketing campaign dedicated to explaining the benefits of the deal for gamers, creators, and the industry, while insisting that Sony and Nintendo are the biggest gaming companies, and will remain the biggest despite Activision Blizzard’s acquisition.
Is Microsoft Activision deal going to go through?
Xbox boss Phil Spencer and Microsoft CEO Satya Nadella both seem pretty confident that Activision Blizzard’s acquisition will close. But in regions like Brazil and Europe, the company is facing intense scrutiny and the latter seems to have visibly shaken Microsoft. The company’s new webpage lists the following benefits of the deal for the wider games industry:
- Greater competition in traditional gaming, where Sony and Nintendo will remain the biggest
- More competition in mobile, where a couple of big players dominate
- Emphasis on positive workplace culture and increased local investment from Microsoft in studios and creative ecosystems around the world
Sony previously said that it “welcomes” the UK’s decision to further investigate the proposed deal.