This acquisition was not only notable in price, but in content. The first major acquisition that rocked the gaming world occurred in 2020 when Microsoft acquired Zenimax Media for $7.5 billion, one of the largest deals in the industry to date (2020). Microsoft has had difficulty in becoming a household name in the gaming industry over the past 20 years, but its recent successes and strong persistence fuels the company’s ambitious moves that nod to an industry take-over.
This trend can be seen through Microsoft’s increase of revenue from gaming, with a large increase from fiscal year 2020 to 2021. However, as of March 2022, consumer preferences have changed in favor of Microsoft.
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After the 2020 release of the Xbox Series X and PlayStation 5 only 1 day apart, Sony took the lead in sales yet again. After multiple generations of console releases with continuously less popularity than Sony’s Playstation iterations due to the requirement of internet connectivity and other similar restrictions, Microsoft began to gain a better position in the market with the release of the Xbox One in 2013, which included the release of the Game Pass (a cloud-base game rental service) and cross-platform multiplayer.
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While this nasty start did not bode well for Microsoft’s full insertion into the market, the release of Xbox Live in 2002, Halo 2 from the blockbuster Halo series in 2004, and the Kinect in 2009, helped to hold its position as a name in gaming. This initial release had a difficult start, as it was already in competition with Sony’s Playstation 2 and its lack of popularity required a $100 price drop to encourage purchases, yielding the company almost no profits. Microsoft first inserted itself into the gaming market in 2001 when it released its first gaming console, the Xbox. This is important when considering what organizations are acquiring which studios, since the game type affects market impact. It is also important to note how revenue is divided by types of gaming: smartphones are the most profitable globally, with console gaming placed as second, followed by PC games.
While organizations such as Nintendo and Sony will be discussed, this article focuses specifically on the effects and concerns of the gaming industry in the western part of the world, particularly the United States. The gaming industry is dominant globally, with the largest portion of the market being in the Asia Pacific region. The caliber of these mergers and acquisitions raise monopolistic concerns across the sector. Similarly, the trend of acquisitions in 2020 increased: 2021 resulted in more acquisitions in gaming, and thus far, 2022 has had the largest and fiercest consolidation that the industry has seen to date. While this was partially influenced by the pandemic, market predictions over the next 6 years show only growth in the industry. However, in 2020, the gaming industry saw an uptick in acquisitions (33%), as well as a revenue increase of 38.24% globally. Quick Market OverviewĪcquisitions exist in all sectors, nor are they always dangerous or bad. In the center of it all? None other than Microsoft, a Big Tech giant that has evaded the antitrust spotlight over the past few years – until now. Recently, these two worlds have collided, as a wave of consolidation in the gaming industry has raised a new set of antitrust concerns across the globe. Throughout my tenure as Chief Editor of Research at AMT Lab, I have focused on the benefits of the gaming industry for nonprofits, as well as the monopolistic tendencies and battles of Big Tech, specifically regarding arts and entertainment.
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