Microsoft’s recent 10-year cloud gaming deal with UK mobile network EE is a strategic move to win over regulators in the company’s efforts to acquire Activision Blizzard. The deal aims to bring Activision Blizzard’s PC games to EE customers, demonstrating Microsoft’s commitment to bring more games to more people regardless of how they choose to play.
The move is part of Microsoft’s efforts to address regulators’ concerns about competition in the console and cloud gaming markets. While the UK’s Competition & Markets Authority has provisionally concluded that the proposed buyout will not limit competition in the console space, it still has concerns about the cloud market. Microsoft’s announcement of similar deals with Boosteroid, Ubitus, and GeForce Now suggests an effort to appease regulators.
Despite these efforts, the buyout is still subject to approval by the United States government, and Sony Interactive Entertainment remains one of the main opponents to the deal. Sony fears that Microsoft could make Call of Duty exclusive to Xbox, although Microsoft executives have repeatedly stated that they will not do so.
Cloud gaming is a key part of Microsoft’s gaming strategy going forward, with Xbox Game Pass Ultimate members able to access Xbox Cloud Gaming, a service that allows streaming of Game Pass titles and others. The service provides players with the ability to boot games nearly instantly and requires no local download, although a strong and consistent internet connection is necessary for the best experience. Microsoft has made it clear that cloud gaming is not intended to replace downloads and discs, but rather complement them.
In addition to cloud gaming, Microsoft and Nintendo have signed a 10-year deal to bring Call of Duty games to Nintendo platforms like the Switch. Microsoft has also offered a similar deal to Sony, but the company has not yet agreed or responded in an official capacity.
Microsoft’s cloud gaming deals and strategy are aimed at providing more access to games to more people while also addressing concerns about competition in the market. Whether or not these efforts will be enough to gain approval for the Activision Blizzard buyout remains to be seen, but Microsoft is continuing to push forward with its plans for the future of gaming.
Microsoft’s latest 10-year cloud gaming deal with UK mobile network EE is a part of the company’s efforts to convince regulators that its proposed acquisition of Activision Blizzard should be allowed to go through. The company has signed similar decade-long agreements with other cloud gaming providers like Boosteroid, Ubitus, and GeForce Now, in an attempt to appease regulators and address their concerns about competition in the cloud market.
Cloud gaming is a key component of Microsoft’s gaming strategy, and the company has been making significant investments in this area in recent years. All Xbox Game Pass Ultimate members have access to Xbox Cloud Gaming, which enables them to play Game Pass titles and other games through streaming on their phones, tablets, or older Xbox consoles. This service is designed to complement existing offerings such as discs and downloads, rather than replace them entirely.
One of the key advantages of cloud gaming is the ability to start playing a game almost instantly, without having to wait for a download to complete. However, players need a reliable and strong internet connection for the best experience, which can be a challenge for some gamers. Nevertheless, the potential benefits of cloud gaming, including increased accessibility and flexibility, have led many in the industry to believe that it will become an increasingly important part of the gaming landscape in the coming years.
In addition to cloud gaming, Microsoft has also been pursuing strategic partnerships with other gaming companies. The company recently signed a 10-year deal with Nintendo to bring Call of Duty games to the Switch, and it has reportedly offered a similar deal to Sony. However, Sony has not yet responded to Microsoft’s offer in an official capacity.
Sony has been one of the main opponents of Microsoft’s proposed acquisition of Activision Blizzard, due in part to concerns that the company could make Call of Duty exclusive to Xbox. Microsoft has repeatedly stated that it has no intention of doing this, but Sony remains unconvinced. The UK’s Competition & Markets Authority has provisionally concluded that Microsoft’s proposed deal to buy Activision Blizzard will not limit competition in the console space, but the regulator continues to have concerns about the cloud market. Microsoft’s recent cloud gaming deals with key players in the UK cloud space are part of its efforts to address these concerns.
Whether or not these efforts will be enough to convince regulators to approve the Activision Blizzard deal remains to be seen. The deadline for the UK’s Competition & Markets Authority to make a final decision is April 26, and Microsoft will also need to convince the United States government to clear the deal. Nevertheless, Microsoft’s significant investments in cloud gaming and strategic partnerships with other gaming companies demonstrate the company’s commitment to the gaming industry and its determination to succeed in this competitive market.
