The Activision Blizzard purchase turned out to be anything but a walk in the park. To finalize the acquisition, Microsoft must receive the go-ahead from the UK Competition and Markets Authority (CMA). In an attempt to pressure regulators and get their consent, the company clamped down.
“Call of Duty… for 150 million more players”
As The Verge’s Tom Warren highlighted, Microsoft bought and ran a full-page ad in 2 of the UK’s biggest newspapers: The Financial Times and The Daily Mail. This was to put pressure on the country’s regulators and motivate them to approve the acquisition.
In its promotional piece, Microsoft claims that it will bring the Call of Duty franchise to 150 million more gamers. “This is just one of our commitments to approve the merger between Activision Blizzard and Xbox. More games for more players on more platforms”, reads the message.
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The 150 million players mentioned in the image is a reference to the agreements that Microsoft signed with Nvidia and Nintendo a few weeks ago, in which the company commits to launch the next installments of the war franchise on GeForce Now and Nintendo Switch during 10 years in case the purchase comes to fruition.
Microsoft has placed a full-page ad in two newspapers in the UK today for its Activision Blizzard deal. “Call of Duty for 150 million more players,” argues Microsoft as it pushes for its deal to be approved by UK regulators https://t.co/An7Lo465UK pic.twitter.com/PkayLYfEh8
— Tom Warren (@tomwarren) March 8, 2023
With this strategy, Microsoft hopes to put pressure on the CMA and get its approval. In addition, he wants to make it clear to the public that Call of Duty will not be an Xbox exclusive.
Certainly, Sony has done its part to stop the acquisition, since it has already expressed to the British regulator its fear that the Call of Duty games that reach PlayStation platforms will have bugs and more errors, this to put the version at an advantageous position. Xbox.
But tell us, what do you think of the strategy of the Xbox company? Let us read you in the comments.
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