Google, NVIDIA give key evidence to FTC relating to Microsoft-Activision.
0Google and NVIDIA have provided evidence to the FTC that Microsoft could gain an unfair advantage in cloud and subscription if it acquires.
Google and NVIDIA are concerned about Microsoft's proposed acquisition of Activision-Blizzard for $68.7 billion, and have provided key evidence to the Federal Trade Commission regarding a possible unfair advantage.
Google and NVIDIA both have sizable stakes in the world of video games. NVIDIA commands the largest share of graphics cards that help power the PC gaming market and also runs its own cloud game streaming service, GeForce Now. Google pulls in billions every year from its mobile Play Store and had a brief stint with game streaming in its now-defunct Stadia service.
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Now both gaming titans have outlined their concerns with the Microsoft-Activision merger. Sources tell Bloomberg that Google and NVIDIA have laid out their thoughts on the Microsoft-Activision merger and have also given the FTC information that reinforces one of the major concerns that regulators have with the deal.
The FTC, as well as the United Kingdom's CMA and the European Commission's merger and anti-trust administration, have raised concerns that Microsoft could gain an unfair advantage in the cloud streaming and multi-game subscription market if it were to acquire Activision Blizzard King developers and the publisher's multi-billion dollar franchises.
It's unknown what information that Google and NVIDIA have shared with the Federal Trade Commission. We can't be certain exactly what was provided, however we can get some clues based on how both companies operate(d) in the gaming market.
Google's mightiest presence comes by way of having the keys to the kingdom. Google operates Android and thus has a significant hold on the most profitable platform of the largest entertainment medium on the planet. Mobile gaming made up 51% of total video game industry earnings in 2021, representing roughly $98 billion. Google took a large portion of these earnings through royalty fees that it imposes on developers--Google takes a 30% cut on all revenues made on the Google Play Store.
Google also ran Stadia (poorly, I might add), a game streaming service that delivered games directly to consumers through online cloud networks.
Stadia is shutting down on January 23 and was effectively driven out of the nascent cloud market by virtue of Google's inexperience and poor business model. Stadia did fail in part because of the immensely value proposition of competing services like Xbox Game Pass, PlayStation Plus, and even NVIDIA's GeForce Now, but it mostly collapsed because of Google's bad decisions.
For example, Google forced Stadia users to buy titles at full price and the games were only available to stream, whereas Xbox players on console and PC can purchase a game and download it and/or stream it to consoles, PCs, tablets, laptops, mobile phones, and even directly to television sets.
Sony also allows PlayStation Plus users to download games onto PC and also stream them to consoles and PC. In this respect, cloud gaming and streaming is additive to the Xbox and PlayStation ecosystems, however for Sony it used to have its own dedicated subscription called PlayStation Now.
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Read Also: Sony: Game Pass leads PlayStation Plus significantly with 29 million subscribers
NVIDIA on the other hand reportedly was not in direct opposition of the merger. Sources tell Bloomberg that NVIDIA provided the FTC with information and expressed some concerns, however the GPU-maker was not expressly against the deal.
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