During the trial between the US Federal Trade Commission (FTC) and Microsoft, documents were presented, the contents of which reveal some of the software giant’s plans for the further development of the gaming division after the completion of the deal to buy Activision Blizzard for $ 69 from the company is particularly considering the possibility of integrating advertising games for PC and mobile devices.
Activision-owned mobile game publisher King Digital Entertainment not only makes money from game sales and microtransactions, but also from advertising. Documents presented in court indicate that Microsoft wants to use Activision’s mobile division to integrate advertising content into computer and mobile games.
They also unveiled a Project Denali presentation that was used to convince Microsoft’s board of directors to greenlight the purchase of Activision. The author of the presentation points to three main factors in favor of the Activision acquisition. In addition to accelerating Game Pass’s expansion to consoles and PCs and creating a one-stop digital content store for all devices, it also mentions the expansion of Microsoft’s Audience Network (MSAN) advertising platform to PCs and mobile devices.
It appears that Microsoft plans to integrate advertising into free-to-play games, at least initially. The document cites Call of Duty Mobile, Candy Crush and Hearthstone as examples of games that may contain advertising content. The new project in this area should parallel Microsoft’s ongoing investments in mobile games at the level of the entire Xbox ecosystem, and not just at the Activision level.