We’ve seen that UK regulators have been some of the toughest for Microsoft to convince, so the company is going on the offensive to convince the nation that its deal with Activision Blizzard will be good for gaming.
As spotted by The Verge, full-page newspaper advertisements have started popping up in the UK as Microsoft tries to make its strongest case for acquiring the Call of Duty publisher. Here is one from the Financial Times:
Microsoft today ran a full-page advert in two UK newspapers for its Activision Blizzard offering. “Call of Duty for an additional 150 million gamers,” Microsoft claims as it pushes UK regulators to approve their deal. pic.twitter.com/PkayLYfEh8—Tom Warren (@tomwarren) March 8, 2023
Obviously, Xbox’s argument is based on the fact that Activision’s mega-franchise is available on more platforms and for more players than before the merger. Judging by the announcement images, Xbox Cloud Gaming is the big focus here, powered by Xbox Game Pass of course.
This focus on the cloud is probably a good move on Xbox’s part – Britain’s CMA has publicly said the deal could “significantly reduce competition” in the cloud gaming market – and it remains a major pain point for the regulator. .
Outside of these announcements, Microsoft is already trying to make its approach to cloud gaming more palatable to regulators around the world. The company recently struck a deal with Nvidia to bring more of its cloud gaming portfolio to competing platforms.
What do you think of Xbox’s latest approach? Tell us in the comments!
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Ben is a fan of action, racing, and direct fire in every video game he can get his hands on. When he’s not playing, Ben spends his time listening to too many Guns N’ Roses, watching football, and probably eating somewhere.