Activision

• Marketing Architects welcomes Steve Babcock as the All-Inclusive TV agency’s new Chief Creative Officer.
• View the full release here: https://www.businesswire.com/news/home/20230810189831/en/
  Steve Babcock joins All-Inclusive TV agency Marketing Architects as Chief Creative Officer.
• (Photo: Business Wire)
  Previously, Babcock served as Chief Creative Officer at VaynerMedia, where he was responsible for advancing the agency’s creative processes.
• “As a creative, I’ve always looked for ways to push the ad industry forward, and Marketing Architects’ one-of-a-kind model provides opportunity to do exactly that.”
  Babcock takes over the position of Chief Creative Officer from Rob DeMars , who has been with Marketing Architects for 19 years.

• Immutable is also extending the opportunity for gamers to play the flagship game at international comic book and entertainment convention San Diego Comic-Con 2023 between July 19-23.
• "We are confident that once MetalCore and Shardbound are in players' hands, the quality of the games will speak for themselves."
• The Alpha playtest and playable demonstrations come on the heels of Immutable's partnership announcements with these premier studios at this year's Game Developers Conference.
• Since its debut in 2015, Shardbound has garnered a passionate following thanks to its innovative gameplay, and vibrant visuals.

• Microsoft’s proposed US$68 billion (£52 billion) acquisition of video game maker Activision Blizzard should be allowed to go ahead, according to a US federal judge.
• Yet US competition authority the Federal Trade Commission (FTC) has taken the rare step of appealing the decision.

Cloud gaming

• Microsoft owns the Xbox gaming console and makes games like Minecraft and Age of Empires.
• Cloud streaming is viewed by many as the future of gaming.
• So far, however, cloud gaming has struggled to take hold with consumers.
• Yet as a whole, the segment is expected to keep grinding upwards, capturing 6.2% of gaming in 2027 compared to 3.8% today, with revenues rising from US$4.3 billion to US$18.7 billion.

Regulatory differences

• The European Commission (EC) was among those that cleared the deal with conditions.
• These related to ensuring Activision games wouldn’t be restricted to Microsoft’s cloud gaming services but could be played on any platform.
• The UK and US competition authorities both view cloud gaming as a “distinct market” that needs to be protected from a large technology incumbent.
• Earlier this year I submitted a report to the CMA titled Cloud Gaming Is Not A Distinct Market.

What next

• The terms of the deal stipulate that Microsoft must consummate the merger by July 18, or pay Activision US$3 billion in termination fees.
• Yet blocking the way are the FTC appeal and the CMA in the UK.
• The CMA signalled it was willing to negotiate with Microsoft after the US ruling, but has since tempered any expectations of a quick resolution.

• Crash Team Rumble, published by Activision Publishing, Inc. (NASDAQ: ATVI), is now available on PlayStation® 5, PlayStation® 4, Xbox® Series X/S, and Xbox One®.
• Crash™ fans can team up and #Bandicruit friends across PlayStation and Xbox platforms now and get in on the Wumpa fruit-collecting mayhem.
• “We’re thrilled to have Crash fans experience everything Crash Team Rumble has to offer,” said Paul Yan, Co-Studio Head at Toys for Bob.
• Crash Team Rumble features cross-platform play*, allowing players across multiple consoles to squad up and jump into the competition.