As the gaming industry continues to grow, Microsoft has acquired Activision Blizzard in a deal expected to close in 2023 valued at nearly $70 billion. During the announcement Microsoft touched on gaming industry issues, doubled down on streaming and Netflix-style game libraries as well as giving speculation about the “Metaverse.”
Activision Blizzard consists of many different corporate components which most notable includes Activision Publishing, King and Blizzard Entertainment. The famous Call of Duty franchise is developed and handled fully by Activision Publishing while mobile games such as the addicting Candy Crush Saga are developed and published by King. Blizzard Entertainment oversees the companies Esports activities which include Major League Gaming as well as the Overwatch League which is run by the Major League Gaming entity.
According to the SponsorUnited Technology Sponsorships Annual Report coming out next week, the four top sub-categories within Esports are Web/Apps, Audio Visual & Wearable, Technology – Multiline & Computers, Tablets & Consoles. Logitech has the most total deals of any brand buying within Esports while 91% of Riot Game’s digital deals are with Esports influencers. Speaking of influencers, did you know that Activision Blizzard has a deal with one of the Kardashians? Yes, Khloe Kardashian has an endorsement deal with Activision Blizzard where she promotes the mobile game Candy Crush Saga on her social media channels.
Microsoft currently has 15 sponsorships with Esports leagues or tournaments and will be getting deeper into the industry with their acquisition of Activision Blizzard who has over 20 deals with Esports influencers. Over 65% of Microsofts current deals are outside of the five Major Pro Sports in the US.