The great gaming consolidation: Why marketers should sit up and take note

The race to create and define how the metaverse looks and feels within games is a key factor driving 2022’s gaming acquisition fever. The metaverse is a whole new way to interact, live and play online, where virtual worlds within games can be explored and monetised, writes Richard O’Sullivan, VP & general manager ANZ, InMobi.

The gaming industry is in the middle of a merger and acquisition frenzy, with major tech players snapping up game makers for record-breaking figures.

Sony Interactive Entertainment’s $3.6 billion bid at the beginning of February for video game maker Bungie – maker of cult favourite games including Destiny, Halo, Myth, Oni, and Marathon – comes hot on the heels of Microsoft’s acquisition of Activision Blizzard for $69 billion.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.