I'm not sure what you mean by Activision won't change that when it is a stated aim for MS with the purchase.
Activision compared to entire gaming market is miniscule. It won't change the needle that much, considering how much competitive the market currently. From console, to PC to mobile.
It's why, it's hard to block this deal.
What I mean is as time goes on the courts will see that some of the arguments MS have given regulators will fall apart if it's stretched beyond 2023. The biggest ones being loss of marketshare in the UK, subscriptions being small in comparison, cloud being a non-profitable non-existent market, and COD possibly being in decline.
It can go both ways.
Currently, PS market share is expanding at faster pace, due to how much investment they had on their system.
From 2020 to 2022, only one company had a strong market, while the other had dry months, especially 2022.
This will help MS case, as to why they need this deal (we know it's bulshit, but the data shows their point).
The only negative side for MS would be COd importance, as the franchise just made $1b in 10 days. That can play against them.
Marketshare hasn't fallen in the UK.
It did.
XOne has sold more than 4.8 million units.
Vs
The latest generation of Playstation console, the PS4, has sold almost 5.4 million consoles in the UK between 2013 and 2018.
Compared to x360.
United Kingdom8.4 million as of June 27, 2013
That is a big decline for the brand in UK.
The ps4 still sold more than that, as the last data was in 2018.
Right now ps5 sold 2m consoles in UK, just 2 years in.
You also need to account fifa marketing, COD marketing during PS period, and switch rise, plus xbox one failure.
These are the reason why they are losing UK market share.
Cloud At the moment required investment and MS believed in it enough to the point where they were sending silicon to server blades instead of consoles. They are absolutely using azure centres for housing and maintaining that hardware and the non profitable nature of it would all but disappear once that initial investment phase is over.
Except Xcloud/cloud gaming doesn't bring in money. Its a subsidized business by MS. They are making a loss here, without any generated revenue.
Doesn't matter how much consoles they send there, xcloud brings 0 money to them.
So far, xcloud is free since you are getting xbox live gold, EA play both, and console/PC game pass with ultimate.