Download pdf
Competing for Dominance in the Game Industry--A Strategic Analysis of Microsoft's Acquisition of Activision Blizzard
- 1 Shenyang University of Chemical Technology
- 2 Shenzhen Merchiston International School
* Author to whom correspondence should be addressed.
Abstract
After enduring the impacts of a three-year pandemic, the gaming industry has witnessed a series of remarkable marketing activities. Amidst the continuous unveiling of novel products, the landscape has been disrupted by significant acquisitions among major gaming corporations, breaking the long-standing veneer of silence in the market. Among them a representative case is focuses on Microsoft's acquisition of Activision Blizzard. By combining an internal and external environment in which Microsoft made its acquisition decision, we analyse meticulously to the rationality and impetus behind the formulation of this strategic initiative. We further analyse the performance impact of this merger and acquisition strategy to further evaluate the effectiveness of the merger and acquisition strategy. Ultimately, based on our analysis, we propose corresponding suggestions sand insights for companies in the process of preparing for acquisitions and those within the gaming sector, with the objective of mitigating potential risks.
Keywords
Acquisition analysis, DuPont System of Analysis, Microsoft, Activation Blizzard, PEST Analysis
[1]. Ai Xin. A Study on the Cooperative Effect of Horizontal Merger. 2020. Zhongnan University of Economics and Law, MA thesis.
[2]. Wang Yishuai, Zhu Manyang, Yang Fan. The Analysis of the Current Situation of Agricultural Macroscopic Environment in Hebei Province Based on the PEST Model. Tianjin Agricultural Sciences, 2015, 21(3): 63-65.
[3]. Zhao Xuanming, Ji Mingyue. Analysis on the motivations and synergistic effects of Internet enterprise M&A, taking Alibaba's M&A of Eleme as the example [J]. Financial Management, 2020(05), pp.54–58.
[4]. M. Bellandi, “Economie di Scala e Organizzazione Indus triale,” Il Mulino, Bologna, 2007, p. 29.
[5]. Chen Guanyu. Research on the Realization Path of Technology and Management Innovation of Small and Micro Enterprises Empowered by Digital Technology. Jiangsu Commercial Forum,2023,2,118-119.
[6]. Pei Wu, Bulei Yu. Risk Analysis and Preventive Measures of Enterprise Merger and Acquisition -- A Case Study of Suning Tesco's Merger and Acquisition of Carrefour, Frontiers in Business, Economics and Management, ISSN: 2766-824X | Vol. 10, No. 2, 2023
Cite this article
Zhou,H.;Qiu,L. (2024). Competing for Dominance in the Game Industry--A Strategic Analysis of Microsoft's Acquisition of Activision Blizzard. Advances in Economics, Management and Political Sciences,106,128-134.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).