Abstract
After enduring the impacts of a three-year pandemic, the gaming industry has witnessed a series of remarkable marketing activities. Amidst the continuous unveiling of novel products, the landscape has been disrupted by significant acquisitions among major gaming corporations, breaking the long-standing veneer of silence in the market. Among them a representative case is focuses on Microsoft's acquisition of Activision Blizzard. By combining an internal and external environment in which Microsoft made its acquisition decision, we analyse meticulously to the rationality and impetus behind the formulation of this strategic initiative. We further analyse the performance impact of this merger and acquisition strategy to further evaluate the effectiveness of the merger and acquisition strategy. Ultimately, based on our analysis, we propose corresponding suggestions sand insights for companies in the process of preparing for acquisitions and those within the gaming sector, with the objective of mitigating potential risks.
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