Gaming is the mega-sector few talk about. With a global market value of $386 billion this year, it dwarfs the size of film and music combined. As many as 350,000 people work in the industry directly, according to market research firm Gitnux. As with all other parts of the business world, talk of artificial intelligence is intense and inconclusive.
Microsoft is one of the Big Daddies. Call of Duty, World of Warcraft, and Minecraft live within the Xbox gaming empire, catapulted to leading global status by the acquisition of Activision Blizzard for $69 billion in 2023. Tencent, from China, and Sony, from Japan, vie with Microsoft for supremacy at the top of the gaming leaderboard.
With such a successful stable, Microsoft is keen that advertisers engage with gaming platforms, and it has set up a business division—Xbox Media Solutions—to drive profitable deals. The first game it lists on its “global portfolio of fan-favorite franchises” has nothing to do with battlefield simulations in future universes or worlds created by an endless supply of rubble, bricks, and tree trunks. The first game it highlights relies on people matching different types of sweets in a row and has a name that is part pro wrestling, part confectionery store: Candy Crush Saga.
