Yesterday, the CMA rendered its decision on the takeover of Activision Blizzard King by Microsoft. Many were surprised by the blockage due to concerns about cloud gaming, while the American giant has managed to lessen fears through partnerships with other companies. Surprisingly, the 418-page report made by the British organization also allows us to learn that Microsoft tried before this case to buy another mobile game publisher.
A lucrative market to conquer
It’s no secret that the mobile market represents a significant growth opportunity, and Xbox has made this known on several occasions, in particular by stating that it wants to reach 2 billion players through streaming.
In addition to Xbox Cloud Gaming available through Xbox Game Pass Ultimate, Microsoft’s gaming brand is set to launch a gaming app store for iPhones and Android next year if the acquisition of Activision Blizzard King comes to an end.
This is not the first time that Xbox has attempted to break into this market, since the last few years have seen the appearance of mobile games like Gears Pop, Forza Street or the recent Mighty Doom. However, prior to Activision’s Blizzard King takeover attempt, Microsoft wanted to buy out a mobile game publisher.
Microsoft tried to buy a mobile game publisher
This is indeed what the report published by the CMA indicates, although it does not make it possible to find out which company it is. The commission emphasizes the fact that the presence of games signed Acitivision on a store would logically strengthen its competitiveness.
However, it believes that this goal could be achieved by less anti-competitive means than a merger, as Microsoft has considered in the past. This is how she mentions this famous company.
We take note of Microsoft’s argument that Activision has a significant strength in mobile games, and believe that the presence of Activision games on any mobile game store would enhance its competitiveness. However, we also believe that this goal could be achieved by less anti-competitive means than the merger, and that Microsoft could gain “compelling engagement and player acquisition content and experience” by buying another publisher from mobile games. This seems to have been Microsoft’s strategy – they tried to buy (redacted) in (redacted), and said (redacted).”
This information once again confirms that with the attempted acquisition of Activision Blizzard King, Microsoft is seeking to strengthen its position in the mobile market, something the group has already tried to do with another company. Maybe one day we will get to know this publisher?
