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XAnalysis: Microsoft’s Acquisition of Activision Blizzard is a Mixed Bag For Gamers

Last year, I joked that the problem Microsoft presents for video game analysts is that it could, at any time, suddenly disrupt the entire industry by deciding to buy the moon.
Microsoft’s pending $68.7 billion purchase of Activision Blizzard, announced Tuesday morning, doesn’t have that kind of impact, but it’s not that far off.
By buying Activision Blizzard, Microsoft has once again grabbed some of the highest-profile franchises in video game history, including "Call of Duty," "Candy Crush," "Warcraft," "Diablo," and "Starcraft." There’s little if any precedent for this kind of thing in video games’ short history.
Gobbling up talent
The biggest name on Activision Blizzard’s list is indisputably "Call of Duty," a series of military-themed first-person shooters. By alternating production between several studios, Activision has been able to release a new "Call of Duty" every year since 2005, and since 2007, each new version of "Call of Duty" has become a reliable success.
Xbox’s various game developers it now owns: Activision, Blizzard and King.
Despite middling reviews, "Call of Duty: Vanguard," the 18th installment in the series, was the No. 1 best-selling game last year, with the previous installment, 2020’s "Black Ops – Cold War," coming in at No. 2.
"Call of Duty"’s popularity has traditionally come from its best-in-class multiplayer modes, including the famous “Zombies” cooperative campaigns. Its solo content, on the other hand, is often treated as an afterthought.
In order to maintain that annual release schedule for "Call of Duty," Activision has gradually assembled an internal network of development studios that includes some of the best talent in modern action gaming. This includes Infinity Ward, which began the "Call of Duty" series in 2003; Raven Software ("Heretic," "Singularity"); and Sledgehammer Games.
When added to the lineup that Microsoft acquired by purchasing Bethesda in 2020, that puts most of the best brand names and developers in modern first-person shooters under the Xbox roof. A single company now owns "Halo," "Doom," "Overwatch," and "Call of Duty," with the possibility for a shared, cross-pollinated pool of talent.
Impact on the ground
For customers, this initially looks like it could be a good deal. Microsoft has already announced that it plans to add multiple Activision Blizzard releases to its Game Pass subscription service, which recently surpassed 25 million subscribers. Activision alone has a 40-year backlog of hits that it could throw onto Game Pass, even before it cracked into "Call of Duty." (Bring back "Singularity," you cowards.)
As with Microsoft’s last major video game acquisition, however, this raises some troubling issues over consolidation. By buying Activision Blizzard, Microsoft has grabbed up one of the biggest independent developers in the world, again, and made it a first-party Xbox studio.
While it’s fun to think of the possibilities this offers, such as an Xbox answer to "Super Smash Brothers" where the Master Chief could fight the heroes from "Overwatch" (yes, I am still going on about this), it’s also Microsoft bringing another massive chunk of the modern games industry under its direct control. This isn’t a monopoly quite yet, but it’s worth asking the question: is it really the best thing for video games and the people who play them when a single company controls this much of the space at once?
Blizzard’s fall from grace
Microsoft’s largest acquisitions of all time.Geekwire
Activision Blizzard is a holding company that was established in 2008 as a merger between the independent developer Activision, operating out of Santa Monica, Calif., and Vivendi Games, the parent company of Blizzard Entertainment, based in Irvine, Calif.
The two halves of Activision Blizzard, as far as the typical consumer is concerned, operate independently. Activision has been publishing video games for every platform it can reach since 1980, including a stint as Bungie’s publishing partner for "Destiny," while Blizzard built its name by making some of the most notoriously addictive games in the world.
Compared to Activision, however, Blizzard has seen much better days. While its tentpole franchises, including "Overwatch," "Warcraft" and "Starcraft," are still relevant in 2022, Blizzard has suffered a notorious “brain drain” in the last few years. Most of its founders and key developers have left the company, many of whom appeared to be leaving one step ahead of potentially career-ending scandals.
The internal culture at Blizzard had reportedly become so toxic that the state of California filed a suit against it in mid-2021, alleging that it fostered a “a pervasive ‘frat boy’ workplace culture” where female employees were subjected to “constant sexual harassment.”
Against that backdrop, it’s hard not to see Blizzard as the weaker link here. It’s still got potential if Microsoft cares enough to develop it, but it’s in dire need of a top-to-bottom realignment before anything else can get done.
That, however, may actually be a possibility. The current CEO of Activision Blizzard, Bobby Kotick, is widely perceived as a significant driver of Blizzard’s many and varied workplace issues, which he allegedly ignored or expedited in order to maximize the company’s profits. Kotick has recently been the subject of multiple reports in The Wall Street Journal, one coming as recently as Monday morning, that accuse him of covering up allegations of workplace abuse.
Under the terms of Microsoft’s acquisition, Xbox head Phil Spencer is now the CEO of the newly founded Microsoft Gaming division. Spencer sent an email to Xbox staff on Tuesday morning that said, among other things, “We also believe that creative success and autonomy go hand-in-hand with treating every person with dignity and respect. We hold all teams, and all leaders, to this commitment. We’re looking forward to extending our culture of proactive inclusion to the great teams across Activision Blizzard.”
If the acquisition goes through as planned, Spencer would effectively be the head of Activision Blizzard. While it’s not entirely clear at time of writing whether that means Kotick is out, it is suggestive that he wouldn’t have quite as firm a grip on Activision Blizzard’s steering wheel.
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TikTok’s Latest Ad Strategy: Let Brands Crowdsource Creators
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
TikTok’s newest advertising program will allow brands to crowdsource content from creators.
Branded Mission, which the Culver City-based video-sharing app announced Wednesday, is currently being beta-tested. The program lets brands release briefs containing specific creative directions—such as incorporating a specific hashtag, visual effect or audio—with the goal of procuring videos that will become promoted ads. Creators with at least 1,000 followers will be compensated with cash payments if the content performs well.
Creators participating in the “authentic branded content” program, as TikTok described it, can choose which brand initiatives they wish to participate in—with each Branded Mission “page” highlighting details like how much money a creator could potentially receive for participating. TikTok told Business Insider that it’s testing various payment models, including a first-come, first-serve model as well as “boosted traffic” compensation.
“Creators are at the center of creativity, culture and entertainment on TikTok,” the social media firm said in a statement. “With Branded Mission, we're excited to bring even more creators into the branded content ecosystem and explore ways to reward emerging and established creators.”
TikTok’s previous advertising strategies have relied on creators with large followings, with the recently announced TikTok Pulse targeting users with at least 100,000 followers. Branded Mission, on the other hand, gives creators with smaller platforms a chance to make more revenue beyond programs like TikTok’s Creator Fund.
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Greater Good Health Raises $10M To Fix America’s Doctor Shortage
Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.
The pandemic highlighted what’s been a growing trend for years: Medical students are prioritizing high-paying specialty fields over primary care, leading to a shortage of primary care doctors who take care of a patient’s day-to-day health concerns. These physicians are a cornerstone of preventative health care, which when addressed can lower health care costs for patients, insurers and the government. But there’s a massive shortage of doctors all over the country, and the pipeline for primary care physicians is even weaker.
One local startup is offering a possible answer to this supply squeeze: nurse practitioners.
On Wednesday, Manhattan Beach-based Greater Good Health unveiled $10 million in new funding led by LRVHealth, adding to $3 million in seed funding raised by the startup last year. The company employs nurse practitioners and pairs them with doctor’s offices and medical clinics; this allows nurse practitioners to take on patients who would otherwise have to wait weeks, or even months, to see a doctor.
“This access and equity issue is just going to become more pervasive if we don't do things to help people gain more access,” Greater Good founder and CEO Sylvia Hastanan told dot.LA. “We need more providers to offer more patients appointments and access to their time to take care of their needs. And in order to do that, we really need to think about the workforce.”
There has been a growing movement in the medical industry to use nurse practitioners in place of increasingly scarce primary care physicians. California passed a law in 2020 that will widen the scope of nurse practitioners and allow them to operate without a supervising physician by 2023. Amid a shortage of doctors, there’s also the question of what will become of the largest and longest-living elderly population in recent history, Baby Boomers. Public health officials are already scrambling for ways to take care of this aging demographic’s myriad health needs while also addressing the general population.
“By the time you and I get old enough where we need primary care providers to help us with our ailments and chronic conditions, there aren't [going to be] enough of them,” Hastanan said. “And/or there just isn't going to be enough support for those nurse practitioners to really thrive in that way. And I worry about what our system will look like.”
Nurse practitioners function much like doctors do—they can monitor vitals, diagnose patients, and, in some cases, prescribe medication (though usually under the supervision of a doctor). Nurse practitioners need to get either a master’s degree or higher in nursing and complete thousands of hours of work in a clinical setting. All told, it usually takes six-to-eight years to become a nurse practitioner, compared to 10-to-15 years to become a practicing physician.
Greater Good Health’s platform puts nurse practitioners in often years-long care settings where they manage patients—most of whom are chronically ill, high-risk patients that need to be seen regularly and thoroughly. This allows them to follow up more carefully on patients they have managed for years, instead of catching up on a new patient’s history and treating them in the moment. Patients, meanwhile, don’t have to see a rotating door of clinicians and can talk to a provider they already have an established rapport with.
The one-year-old startup will use the funding to provide learning and development opportunities for its nurse practitioners and also connect them with each other through virtual support groups. Burnout has been an issue across health care during the pandemic, spurring an exodus of nursing and support staff and leaving health care facilities woefully understaffed. Greater Good hopes that keeping nurse practitioners in more stable, years-long care situations and offering them career development opportunities will help retain them and keep them in the workforce longer.
“We want them to be well-rounded and balanced both in work and life, and we see that returns us healthier, more engaged and ready nurse practitioners,” Hastanan said.
Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.
Plus Capital Partner Amanda Groves on Celebrity Equity Investments
On this episode of the L.A. Venture podcast, Amanda Groves talks about how PLUS Capital advises celebrity investors and why more high-profile individuals are choosing to invest instead of endorse.
As a partner at PLUS, Groves works with over 70 artists and athletes, helping to guide their investment strategies. PLUS advises their talent roster to combine their financial capital with their social capital and focus on five investment areas: the future of work, future of education, health and wellness, the conscious consumer and sustainability.
“The idea is if we can leverage these people who have incredible audiences—and influence over that audience—in the world of venture capital, you'd be able to help make those businesses move forward faster,” Groves said.
PLUS works to create celebrity partnerships by identifying each client’s passions and finding companies that align with them, Groves said. From there, the venture firm can reach out to prospective partners from its many contacts and can help evaluate businesses that approach its clients. Recently, PLUS paired actress Nina Dobrev with the candy company SmartSweets after she had told them about her love for its snacks.
Celebrity entrepreneurship has shifted quite a bit in recent years, Groves said. While celebrities are paid for endorsements, Groves said investing allows them to gain equity from the growth of companies that benefit from their work.
“Like in movies, for example, where they're earning a residual along the way, they thought, ‘You know, if we're going to partner with these brands and create a tremendous amount of enterprise value, we should be able to capture some of the upside that we're generating, too’,” she said.
Partnering in this way also allows her clients to work with a wider range of brands, including small brands that often can’t afford to spend millions on endorsements. Investing allows high-profile individuals to represent brands they care about, Groves said.
“The last piece of the puzzle was a drive towards authenticity,” Groves said. “A lot of these high-profile artists and athletes are not interested, once they've achieved some sort of level of success, in partnering with brands that they don't personally align with.”
Hear the full episode by clicking on the playhead above, and listen to LA Venture on Apple Podcasts, Stitcher, Spotify or wherever you get your podcasts.
dot.LA Editorial Intern Kristin Snyder contributed to this post.