Microsoft says mobile devices are the main reason for buying Activision-Blizzard for $68.7 billion.
With the mighty ad-tech-driven empire of King, whose digital games reached 240 million players last quarter, and the billion-dollar might of Call of Duty Mobile, Microsoft wants to use these powerful established games to attract a section of the market that is sorely lacking in: mobile gaming.
At a recent event Wall Street JournalXbox boss Phil Spencer shared some interesting thoughts on Microsoft’s rationale for the upcoming merger with Activision. According to Spencer, mobile is what Microsoft really cares about, and rightfully so given King’s steady, sustainable revenues that are complemented by rapidly accelerating mobile games from Activision and Blizzard.
“What really got us interested in Activision Blizzard King is the great work the teams have done to build such a huge mobile following.Spencer said.
“A lot of that with the King studio that they have, with the Candy Crush franchise… but also if you look at Call of Duty mobile, which for me in a strategic logic of this agreement, is more interesting than what is happening on console between Xbox and PlayStation“.
Call of Duty Mobile is a huge success with over $1.5 billion earned since 2019. In fact, Call of Duty Mobile accounted for a significant portion of Call of Duty’s record $3 billion revenue from 2020, which was the best year for the franchise.