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The game of monopoly that Microsoft is playing in the metaverse
By now, you’ve probably read a few things about the mammoth Microsoft acquisition of Activision Blizzard for $68.7 billion. A mind-boggling number, right? Enough so that the “foothold” in the metaverse that Microsoft says it’s gaining is actually a giant leap forward, moving them into position as the third-largest gaming company in the world behind Tencent and Sony.
So, is this just a power play aimed at quashing the competition?
While there might be a touch of that, that’s not the point. As I’ve argued in the past, the truth is that Microsoft, under CEO Satya Nadella’s leadership, has become more competitive and profitable by being open, transparent, and generous with their previously proprietary products.
Keep looking beyond those eye-grabbing headlines, and you’ll see another ginormous number, which is, in my opinion, the actual game Microsoft is playing. Currently, there are more than three billion gamers worldwide (and only 8% are dedicated console consumers, meaning the world is used to playing online games anywhere, anytime, with what they’ve got).
It would also be short-sighted to say this is just a play for gamers. So, let’s get a bit more granular: What are gamers anyways? Human beings. And what is the most valuable thing people have that all businesses desire? (Hint: Not just their money or time, although both are part of the mix.)
Their attention.
Pay Attention to the Metaverse
Let’s take a quick detour for a minute to focus on what we even mean by “metaverse.” Merriam-Webster devotes a whole page to defining the metaverse, starting with this nugget:
“In its current meaning, metaverse generally refers to the concept of a highly immersive virtual world where people gather to socialize, play, and work.”
There’s an inherent issue here: that definition emphasizes the virtual world itself first and then merely scratches the surface about what people can do there. Crucially, it’s missing the motivational chip: why do people do what they do? Plus, we need more details about where and how they get their desires and needs met.
