Microsoft sees huge potential in the gaming industry, and that has been clearly highlighted after its recent trial with Activision Blizzard, the parent company of popular game publisher Bobby Kotick. The trial, which focused on Microsoft’s exclusive use of Call of Duty for its Xbox consoles, shines a light on the extent to which the Redmond-based company is willing to go to capture and retain the attention and loyalty of gamers. This article will explore the revelations Bobby Kotick made during the Microsoft FTC trial, and what it means for the future of the gaming industry.
Kotick, who is the president and CEO of Activision Blizzard, testified in the trial that Microsoft had offered the company an “unprecedented” amount of money for exclusive use of Call of Duty on its Xbox systems. The reported deal included up to $500 million per year for seven years, as well as various other exclusive benefits for the Xbox One and Windows 10 platforms. These benefits, Kotick explained, were far neck-and-neck with what competitors Sony and Nintendo were offering for the same deals.
Kotick’s testimony may have shed light on Microsoft’s strategy for competing in the gaming industry, but it also highlighted one of Xbox’s greatest weaknesses – its lack of games. Microsoft has a smaller roster of core titles compared to Sony and Nintendo, and Call of Duty is one of its most popular franchises. The hefty figures offered to Activision Blizzard for exclusive access to the series seem to indicate that Microsoft is willing to go the extra mile to make sure its console remains competitive.
In addition to the monetary incentives, Kotick revealed that Microsoft also offered Activision Blizzard various other incentives such as increased visibility on the Xbox dashboard and exclusive content such as in-game bonuses like characters and maps. He also mentioned that these features were exclusive to the Xbox platform, making it the best place to experience the Call of Duty franchise. This speaks to Microsoft’s ambition to be the primary platform for gamers – offering them complete access to the best games and services available.
Overall, the Microsoft FTC trial with Bobby Kotick has revealed a lot about the company’s grand vision for the future of gaming. It’s clear that Microsoft is willing to spend big to secure exclusives for its platforms, and as the industry continues to expand, it’s likely that we’ll see even more exclusives announced in the near future.
Whether or not Microsoft’s strategy will pan out, however, remains to be seen. But if the company can continue to secure high-quality exclusive content for its Xbox consoles, then the company may be able to gain a foothold in the gaming industry and become a major player in the market.
