Microsoft and EE Join Forces to Expand Xbox and Activision Blizzard Content in the UK.
Microsoft has recently announced another groundbreaking partnership, this time with UK-based mobile network operator and internet service provider EE. This new 10-year deal aims to bring Xbox and Activision Blizzard content to EE customers, offering exciting gaming opportunities for players in the UK. This partnership increases the possibilities for gaming for participants and represents another major step for Microsoft in growing its gaming offerings as the gaming market is growing rapidly and cloud gaming is gaining ground.
Xbox and EE have been working together for some time now, with EE already offering Xbox Game Pass as an add-on to their mobile tariffs at a reduced cost through their Smart Benefits program. As a result, EE customers can access Xbox Game Pass on PCs, Xbox consoles, and the Cloud for a seamless mobile gaming experience. The recently signed agreement with EE shows Microsoft's commitment to maintaining the partnership and expanding their gaming presence in the UK market.
Most exciting aspects of this partnership is the inclusion of Activision Blizzard content. Following Microsoft's recent acquisition of Activision Blizzard, the gaming giant is now bringing popular games from this renowned publisher to EE customers. While the exact details of how this content will be offered to clients are unknown, it is likely to provide EE subscribers with a new level of gaming experience.
Cloud gaming is becoming popular. It allows people to play their favorite games without the need for costly hardware. Microsoft has been at the forefront of this trend with its Xbox Cloud Gaming service, previously known as Project cloud. partnership with EE is expected to further boost cloud gaming, allowing EE customers to access Xbox and Activision Blizzard content through their mobile devices or PCs, making gaming more accessible and convenient.
Microsoft and @EE are expanding our partnership with a 10-year commitment in cloud gaming to bring PC games built by Activision Blizzard, following the acquisition, and Xbox to @EE customers. We are committed to bring more games to more people, however they choose to play.
— Phil Spencer (@XboxP3) April 11, 2023
Microsoft's partnership with EE is not the first of its type. The tech giant has also signed similar deals with other cloud gaming services like Boosteroid and Ubietas. These collaborations highlight Microsoft's commitment to expanding its cloud gaming offerings and making gaming accessible to a wider audience.
Concerns have been raised by regulators worldwide notably the UK's Competition and Markets Authority (CMA) and the US's Federal Trade Commission as Microsoft presses through with its proposed $69 billion merger with Activision Blizzard. Microsoft has been actively working to reassure regulators that it will not make Activision Blizzard games exclusive to its own cloud gaming service, in order to address concerns about reduced competition and potential price increases for gamers.
Microsoft's new partnership with EE marks an exciting development in the gaming industry, bringing Xbox and Activision Blizzard content to EE customers and further expanding cloud gaming opportunities. Increasing popularity of cloud gaming and the ongoing regulatory scrutiny, Microsoft is taking strategic steps to address concerns and continue its commitment to providing innovative gaming experiences for players worldwide.