I think that the answer is pretty simple. It worked once with Bungie and Halo, and it worked so massively well that one can honestly question whether the XBOX brand would still exist today if it hadn’t happened. Pretty much all of their other acquisitions (Rare, FASA, Lionhead, Mojang) underperformed or failed, though.
I don’t think Microsoft’s track record is as bad as EA in the 90’s, but you’re correct in stating that there’s not a single creative bone in their body. Every product they’ve made, from the beginning of their existence, has been either a clone or a ripoff of an existing product. Excel was a ripoff of VisiCalc (a popular Apple II spreadsheet program), and Windows was such an obvious ripoff of MacOS that Apple unsuccessfully sued them. Can you think of anything that Microsoft has created, not bought, which was truly innovative and wasn’t just a response to the competition? Even the XBOX itself was a reaction to the PlayStation 2 being perceived as a threat to Windows, which is laughable in retrospect. The two times they tried doing something original (Windows 8, Surface) were massive, embarrassing failures, and arguably destroyed their consumer computing monopoly. It’s silly to expect a company whose MO was “embrace, extend, extinguish” to act in any way other than defensively.
The reason that Bungie and Halo worked so well for them is because in hindsight it truly was a revolutionary, ground-breaking game that made people want to buy the hardware to play it. I certainly scoffed at it at the time because I found PC shooters like Battlefield and UT to be far superior, but Halo might be as influential on the FPS genre as Doom was. You can neatly divide the past 30 years into the “Doom clone era” from 1992-2001 and the “Halo clone era” from 2001 to now. Every shooter made since Halo, except for the intentional throwbacks to the Doom era, has ripped off one or more of its mechanics.
I do wonder where they’re getting the money for this, though. Windows and Office are their biggest moneymakers, and they gave the last version away for free and turned Office into a subscription service. I guess pre-built PCs still pay the Windows tax, but are those still selling in any kind of volume outside of enterprise? Most of the younger people I work with use their tablets or phones for everything and don’t have a PC other than their company laptop. I also don’t think most consumers actually pay for Office.
It may be a race to buy the gaming companies before a Chinese company does. The Activision deal hit the US business headlines big, and I watched all the assholes on the business shows scratch their brow and ‘analyze’ the deal. They talked about ‘metaverse’ and all this other crap.
NONE of those assholes are aware of how gaming, as a medium, is treated outside the United States. They are COMPLETELY UNAWARE of E-sports or gaming in Asia. And most importantly, they are unaware how Asian governments see gaming. When a Chinese company buys a gaming company, I just assume it is the Chinese Communist Party doing it.
The reason why this site exists is because NONE of the ‘business analysists’ study gaming or look at gaming-as-a-business seriously. They have NO CLUE about Tencent or other big Asian companies. They just look at each other on these shows and wonder why on earth would Microsoft buy a big gaming company. Their mindsets are stuck in the 1980s when gaming wasn’t as big.
But if Apple buys a movie studio? Oh yeah! Brilliant Apple! Why? Because they understand movies. They don’t understand gaming. Hilariously, very few people do (that aren’t gamers).
Lately, though, I’ve noticed a distinct uptick in stigma against gaming. By ‘gamers’, they are referring to a ‘Negative Matrix’ which the PlayStation and Xbox represent. Nintendo or PC gaming still rarely gets lumped in, but sometimes does.


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