Like any major industry in the world, the gaming industry has a lot of competition. It has a wide range of publishers and developers pushing each other every year to release better games. But some companies have much greater influence even with such diversity.
We all know which companies these are, Sony, Nintendo and Microsoft are the giants of the gaming world. However, the most powerful among them is also the one with the least success. No other company in the industry can compete with the resources Microsoft has.
Even though Microsoft is not as big as the other two in gaming, its share of the tech world gives it a huge financial advantage. We saw that the Activision Blizzard deal and Game Pass also turned the tide in their favor. Now we have a little bit of an idea of what the company’s endgame is in the industry.
- Microsoft’s main goal is to provide gamers with more options and stimulate competition among publishers.
- The company’s ultimate ambition is to do something unique for gamers.
- Even if the Activision Blizzard deal falls through, Microsoft will keep gaming.
Microsoft CEO Satya Nadella has said the company’s whole goal is for publishers to have more competition. He talked about this in a new interview with CNBC’s Tanvir Gill. Nadella said giving gamers more options was also a priority:
Our whole goal is to provide more options for gamers to play [on every platform] and for publishers to have more competition.”
So one of Microsoft’s main goals is to give players more accessibility and we’ve seen that PC game pass. While talking about the ultimate ambition the company has, Nadella said they want to do something unique for the players. He said they want to create a core technology that makes them a different company:
The fundamental premise for us is, what is the core technology that we’re building that enables us to operate in these different industries while doing things that are valuable to customers? What can Microsoft do uniquely for gamers and game publishers? I believe we can do enough.”
Microsoft has used this approach in its now shelved streaming console Keystone. So it seems that they want to look beyond the traditional competition in the industry. Nadella also talked about AI and how it could help with game testing:
Think about artificial intelligence, these AI-generated models, different and how they can be used in game creation and testing.”
The CEO of Microsoft also gave us some information about the deal with Activision Blizzard. He said he does not mind the deal being scrutinized by the EU investigation. And he also said that even if the deal falls through, Microsoft will stay in gaming.
Like all big deals, I think regulators should scrutinize them. We’ve been gaming for decades. We will game in the future.
So Microsoft has a very unique and consumer-friendly take on the gaming industry. And it seems that they will be here for a long time. Let’s hope whatever they do is of benefit to us gamers.
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