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Microsoft’s conflict chest is a dynamo. With revenues that rival the GDP of a small nation, it’s obtained sufficient money available to purchase no matter it needs. When it does, it simply acquires one other money-making machine. Its newest gadget? Online game firm Activision Blizzard, which Microsoft introduced yesterday it was shopping for for a staggering $68.7 billion—greater than the $26.2 billion it paid for LinkedIn in 2016, nearly 10 occasions the $7.5 billion it paid for Bethesda’s father or mother ZeniMax Media final yr. Microsoft now owns Call of Duty and Halo; it owns The Elder Scrolls and World of Warcraft. It owns Sweet Crush. It additionally owns Diablo, Overwatch, Spyro, Hearthstone, Guitar Hero, Crash Bandicoot, and StarCraft. Its chest is full—however not with machines.

It’s tempting to view the acquisition as the newest shot fired within the console wars, a ploy to make use of Activision Blizzard’s deep catalog to promote Xboxes. However that may be shortsighted. If something, the deal reveals that Microsoft is much extra involved with buying avid gamers—it’ll achieve 400 million month-to-month lively gamers as a part of the deal—than with transferring models. “The unbelievable franchises throughout Activision Blizzard may also speed up our plans for Cloud Gaming,” the corporate stated in a statement asserting the deal, “permitting extra folks in additional locations world wide to take part within the Xbox group utilizing telephones, tablets, laptops, and different gadgets you already personal.” That is Microsoft’s transfer to a post-console world. It’s not about getting you to purchase a gadget; it is about luring you into an ecosystem.

When discussing on-line online game providers like Stadia, Sony’s PlayStation Now, and Microsoft’s Cloud Gaming, insiders usually attain for a similar descriptor: X is “Netflix for video games.” The purpose of every service is to turn out to be a participant’s go-to hub, month after month. Certainly, Phil Spencer, who, with the acquisition might be anointed CEO of Microsoft Gaming, makes use of this comparability usually. “You and I’d watch Netflix. I do not know the place you watch it, the place I watch it, however we are able to have conversations concerning the reveals we watch,” he told WIRED in 2020. “I need gaming to evolve to that very same stage.”

That is telling, significantly due to simply how a lot it belies Spencer’s seeming indifference to the place folks play Microsoft titles. That in itself is a repudiation of the console wars, which have traditionally been tied to Nintendo, Microsoft, and Sony’s alluringly formed plastic bins. These “walled gardens” Spencer stated, are a “Nineteen Nineties assemble” that he’d prefer to see dismantled. Microsoft’s new possession of Sweet Crush matches into this imaginative and prescient, giving the corporate an instantaneous presence in cell gaming that transcends discussions of Xbox Collection X.

“They are not getting out of consoles, however they’re attempting to scale back the diploma to which they’re tethered to the Xbox,” says Joost van Dreunen, a New York College enterprise professor and creator of One Up, a ebook on the worldwide video games enterprise. “That is simply going to be one of many entry factors into their ecosystem.”

The purpose right here is one streamlined service—Activision Blizzard’s again catalog is the carrot for attracting customers into that house. It could take 12 to 18 months for the deal to shut, however when it does, Microsoft “will supply as many Activision Blizzard video games as we are able to inside Xbox Sport Move and PC Sport Move, each new titles and video games from Activision Blizzard’s catalog,” Spencer stated within the firm’s announcement of the acquisition. “They clearly see gaming as an entry level that leads to a wider universe,” says van Dreunen. “The Sport Move service has benefited tremendously from this.”

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