So what does Cloud Computing have to do with Gaming?  Almost everything.

Posted by Victor Z Glenn • Sep 1, 2023 9:00:00 AM

The landscape of gaming is undergoing a seismic shift, where the lines between traditional media and interactive entertainment are blurring. The financial prowess of gaming franchises, rivalling even the box-office earnings of prominent movie franchises, has laid the foundation for an inevitable evolution. The New York Times recently noted the emerging trend when covering the recently released Gran Turismo that, “it was only a matter of time before a movie offshoot arrived, following in the tracks of other live-action adaptations of PlayStation games, including last year’s Uncharted” which was only reinforced with the release of the animated film adaptation Nintendo’s Mario. Gaming is now transcending the console to the silver screen.

Leaping between mediums and crossing channels is not the only sign of the times. Microsoft's monumental acquisition plans for Activision Blizzard underscores the transformative nature of this industry. In a strategic maneuver to appease British regulators, Microsoft conceded significant cloud-streaming rights for Activision Blizzard games, including the immensely popular "Call of Duty," to its rival, Ubisoft Entertainment. This move might seem surprising at first glance, but it's a calculated step. While hardware sales have traditionally been low-margin in the gaming sector, the power of streaming (games) aligns perfectly with Microsoft's prowess in cloud-computing services.

The staggering revenue generated by Microsoft's Cloud segment, exceeding the combined earnings of gaming giants Sony and Nintendo, underscores the company's dominant position in cloud computing. As gaming becomes more intertwined with the digital realm, this strategic shift signifies that the future of the industry will be defined by not only immersive gameplay experiences but also the seamless integration of cloud-based services.

The amalgamation of entertainment sectors, the strategic maneuvering of industry behemoths, and the rise of cloud-based services are setting the stage for a new chapter in the gaming narrative, where advertisers must be agile and visionary to seize the opportunities presented by this rapidly transforming landscape.

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Topics: Brand Safety, Knowing Your Partners, gaming, live-streaming, streaming, digital advertising, mobile gaming