Microsoft has signed a new agreement with another cloud gaming provider, just days after announcing a 10-year agreement with Ukraine-based cloud gaming platform Boosteroid. The announcement comes at a time when the tech titan is increasingly seeking industry support for its Activision Blizzard acquisition. This new agreement is Microsoft’s latest attempt to gain regulatory approval.
The company’s pending acquisition of Activision Blizzard has frequently made headlines in recent months, owing primarily to regulatory pressure and strong opposition from rival Sony. One of the main objections to the deal has been Microsoft’s potential monopolisation of the gaming market in specific areas, particularly with regard to massively popular franchises like Call of Duty.
Sony has actively expressed its concerns about how a Microsoft-owned Activision could harm competition in Call of Duty and other IPs, drawing parallels to the Xbox maker’s Bethesda acquisition and post-acquisition phase. So it’s not surprising to see the tech giant campaigning to make its case, even going so far as to run full-page ads about its Activision deal.
Newspaper advertisements are only a minor component of Microsoft’s strategy, with a larger focus on establishing long-term exclusive partnerships with gaming companies.
The windows maker’s latest Call of Duty-related gaming agreement includes Japanese cloud gaming provider Ubitus, where Xbox PC games and Activision titles will be available.
The agreement, which is similar to Microsoft’s previous agreements with Nvidia, Nintendo, and Boosteroid, is a 10-year partnership that will take effect after the Activision purchase is approved. While neither company has provided detailed information about the agreement, Ubitus claims that bringing Xbox PC games to the platform will increase its own library to over 1,000 titles.
While Microsoft reportedly offered Sony a similar long-term deal, the PlayStation maker flatly refused, even though Microsoft reportedly offered to let Sony put Call of Duty on PS Plus on day one. As things stand, tensions between the two companies are unlikely to ease anytime soon, and those hoping for a Microsoft-Sony deal may have to wait a little longer. Regardless, the Xbox maker will most likely continue to form partnerships with other gaming platforms and providers while waiting for regulatory approval.
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