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Chifukwa chiyani masewera ndi bwalo lankhondo latsopano la Big Tech

Kusuntha kwa Microsoft kwa $75bn pamasewera osindikiza Activision Blizzard aphulitsa bomba pansi pamakampani amasewera. Pamodzi ndi kukula kwake kwa mgwirizano womwe waperekedwa, chiyembekezo cha chimphona chaukadaulo chamtengo wopitilira $2tn kuti chitengere utsogoleri wamakampani amasewera chadzetsa malingaliro opanda pake ngati ayambitsa kusintha kwamakampani.

Malinga ndi ena, mgwirizano, yomwe idalengezedwa Lachiwiri, idzawonjezera kwambiri mphamvu zomwe zakhala zikukonzanso gawoli m’zaka zaposachedwa kuphatikizapo kusuntha kwa masewera, zomwe zimapangitsa kuti pakhale maufumu okulirapo amasewera.

Kukula kwakukulu kwa omvera amasewera amasiku ano, omwe akucheperapo kale mitundu ina yamasewera amsika ambiri, akusewera ndi mphamvu zamakampani omwe amatha kupanga ndikuwongolera mabizinesi akuluakulu pa intaneti kuti afalitse ndalama zawo, malinga ndi Bing Gordon, wamkulu wakale wamasewera apakanema komanso capitalist wokhazikika.

“Kuchuluka kwatsopano kofunikira ndi kwakukulu kuposa kale,” akutero. Poyerekeza zitsenderezo zomwe zimakulirakulira m’makampani amasewera ndi nkhondo zamavidiyo zomwe zikusinthanso bizinesi yapa TV ndi makanema, iye akuwonjezera kuti: “Wina apanga ntchito yamasewera yokhala ndi olembetsa mamiliyoni mazana ambiri.”

Satya Nadella, wamkulu wa Microsoft, pakadali pano adapereka ndalama zomwe akukonzekera kuti zitheke – dzina lomwe laperekedwa kumayiko omwe makampani ena akuluakulu aukadaulo amakhulupirira kuti lidzayimira kubwereza kwakukulu kwa intaneti. Masewera apakanema awonedwa ngati njira imodzi yolowera kumayiko ozama kwambiri pa intaneti.

Pogula Activision Blizzard, Microsoft tsopano ili ndi ulamuliro wa franchise wautali monga ‘World of Warcraft’ ndi ‘Call of Duty’ © Blizzard Entertainment.

Makampani akuluakulu aukadaulo ali ndi zolimbikitsira zamphamvu kuti achitepo kanthu ndikupanga masewera onse, atero a Michael Wolf, mlangizi wazofalitsa. “Chilichonse cha izi [tech] makampani akudziwa kuti masewera akukula, ndipo amalumikizana ndi zolinga zawo mokulirapo. ”

Ndi dziko lenileni lamasewera likukulirakulira kukhala malo omwe osewera amatha kuchita zinthu ngati kugula kapena kuwonera makanema, “chilichonse chomwe mumachita mdziko lenileni mutha kuchita mkati mwamasewera,” akuwonjezera Wolf.

Ngati Wolf akulondola, ndiye kuti masewerawa akuyenera kukhala bwalo lankhondo lalikulu lamakampani aukadaulo omwe akufuna kukhalabe ndi gawo lawo lalikulu pamiyoyo ya digito ya ogwiritsa ntchito mabiliyoni ambiri.

Kukayikira zamakampani

Kuchulukana komwe kudadutsa pamsika wamasheya pambuyo polengezedwa kukuwonetsa kuti osunga ndalama ambiri adavomereza kuti pali china chake chofunikira. Mitengo yamagulu a osindikiza masewera ena akuluakulu adalumphira poganiza kuti akufunafuna malonda kuti akule, kapena kuti adzigwirizanitsa kwambiri ndi ogawa masewera amphamvu monga momwe Activision ikuchitira ndi Microsoft. Sony idatsika ndi 13 peresenti podandaula kuti mwina idangotulutsidwa kumene.

Koma kugwedezeka kwa msika posakhalitsa kunazimiririka. Magawo a Sony adapezanso zina zomwe zidatayika mkati mwa maola 24, ndipo kukwera kwamasewera ena amakanema kunali kocheperako pomwe mitengo idatsika pomwe ambiri adakumana ndi mliriwu.

Lingaliro laposachedwa la msikalo kuti mgwirizanowu uyambitsa kuphatikizika ndikuyankha kosavuta, akutero mkulu wina wamakampani akuluakulu osindikiza masewera apakanema. “Mukudziwa chomwe chimapangitsa moyo kukhala wosangalatsa?” munthu uyu akuwonjezera. Nthawi zambiri sizikhala choncho.

Owonera makampani ena akuwonetsa kuti mgwirizanowu ukungoyimira kukwera kwankhondo yomwe ikuchitika kale pakati pa Xbox ya Microsoft ndi PlayStation ya Sony, m’malo mowonetsa chipwirikiti chamtsogolo. Chotsatira chake chachikulu chikhoza kukhala “kuyambitsanso nkhondo zotonthoza, m’malo mochoka kunkhondo zotonthoza kupita kunkhondo wamba pamapulatifomu angapo,” atero a Pelham Smithers, katswiri wazamasewera kwanthawi yayitali.

Tchati cha bar poyerekeza ndalama za Global box office (bn) ndi ndalama zamasewera ($bn

Komabe, ngakhale kukayikira kwa akatswiri kutsimikizira kuti ndi kolondola ndipo sikukhala mfuti yoyambira kukonzanso makampani, kusuntha kwa Microsoft kukuwonetsabe kuchuluka kwabizinesi yomwe $ 180bn ya ndalama zapachaka mu 2021 ili kale. kuwirikiza kawiri za makampani opanga mafilimu.

Masewera ngati Activision’s Call of Duty, World of Warcraft ndi Maswiti Crush tsopano kukopa mazana mamiliyoni osewera pakati pawo. Masewera otchuka kwambiri tsopano akugawidwa kudzera pamapulatifomu osiyanasiyana, kuwapangitsa kuti azipezeka pama consoles, ma PC kapena mafoni. Ndipo opanga awo apeza njira zatsopano zowonongera ndalama kuchokera kwa anthu omwe akuchulukirachulukira, kuphatikiza kutsatsa, kugula pamasewera ndi kulembetsa.

“Zaka khumi ndi zisanu zapitazo, mudali ndi osewera pafupifupi 200m padziko lapansi ndipo lero muli ndi pafupifupi 2.7bn,” akutero Neil Campling, katswiri waukadaulo ku Mirabaud Securities. “Yakhala njira yayikulu kwambiri yotsatsira nkhani.”

Mayitanidwe antchito, Activision’s blockbuster franchise, adadumphadumpha kuchokera kumasewera amasewera ndi ma PC kupita kumsika wam’manja, womwe wakula kwambiri kuti ukhale wokulirapo pazachuma monga mabizinesi a console ndi PC aphatikizidwa. Kugula kopangidwa ndi osewera mkati mwamasewerawa ndi gawo lalikulu lazachuma za Sony pamasewera, malinga ndi Damian Thong, katswiri wamkulu ku Macquarie ku Tokyo.

Chithunzi cha Mark Zuckerberg motsutsana ndi maziko akuda atazunguliridwa ndi mahedifoni oyandama a Oculus.  Meta ya Mark Zuckerberg yayesera kupanga chitsogozo chodziwika bwino kudzera pamutu wake wa Oculus, kubetcha kuti ili ndiye tsogolo lamasewera.
Meta ya Mark Zuckerberg yayesera kupanga chitsogozo chodziwika bwino kudzera pamutu wake wa Oculus, kubetcha kuti ili ndiye tsogolo lamasewera © AFP kudzera pa Getty Images.

Bobby Kotick, CEO wa Activision, adanena pofotokoza za mgwirizano wa Microsoft, kuti kuwonjezeka kwa mapulatifomu ndi mitundu yatsopano yogawayi kunapangitsa kuti zikhale zovuta ngakhale makampani akuluakulu kuti agwirizane ndi zofunikira zamakono za msika wamakono wamakono.

Ena mwamakampani akuluakulu aukadaulo ali kale ndi gawo lalikulu pamasewera amasewera, ngakhale sanachitepo kanthu pakuyesera kupanga okha masewera. Izi zikuphatikiza masitolo am’manja a Apple ndi Google, omwe amakhala ngati sitolo yayikulu pagawo lalikulu kwambiri pamsika wamasewera. Twitch ya Amazon ndi YouTube ya Google imakopa anthu ambiri kuti aziwonera masewera a kanema. Ndipo kudzera m’makutu ake a Oculus, Facebook imakhala ndi gawo lamkango pamsika womwe ukubwera.

Meta Platforms – dzina lotengedwa ndi Facebook kusonyeza maganizo ake atsopano pa metaverse – inali imodzi mwa makampani omwe adayandikira msasa wa Activision kuti awone ngati akufuna kufufuza zogula, malinga ndi munthu mmodzi wodziwa bwino zokambiranazo.

Kathryn Rudie Harrigan, pulofesa waku Columbia University, akufotokoza momwe Microsoft idasinthira pa Activision ngati kumenyedwa koyambirira kuti achotse kutsogola kwa Meta pakupanga kubwereza koyamba kwa metaverse. “Facebook yabera mabingu awo” ndikusuntha kwake kukhala zenizeni, akutero, kugula Activision kungapereke mwayi kwa Microsoft kuti “atenge mphuno yake muhema” patsogolo pa Facebook.

Owongolera ndi otsutsana nawo

Makampani akuluakulu aukadaulo alinso ndi matumba akuya kwambiri opangira kubetcha kwakukulu komwe kukuyikidwa pamsika wamasewera. Ngakhale kampani yayikulu ngati Sony, kugula Activision kukanakhala kotalika, kuwerengera theka la mtengo wake wamsika wa $ 145bn.

Mosiyana ndi izi, mtengo wogulira unkayimira 3 peresenti yokha ya mtengo wa Microsoft, komanso wocheperako poyerekeza ndi momwe amagwirira ntchito pachaka. Izi zidapangitsa kuti ntchito yayikuluyi ingotsala “kungopeza” – ngakhale yayikulu – kulimbikitsa bizinesi yomwe osunga ndalama ambiri a Microsoft sanayiwone ngati maziko a tsogolo la kampaniyo.

Mgwirizanowu ukuyembekezeka kuyang’aniridwa kwambiri ndi owongolera omwe angatenge miyezi 18 – komanso onse awiri. Google ndi Facebook polandira madandaulo odana ndi kudalirana kuchokera ku boma la US, zogula zina za Big Tech tsopano zitha kukhala zosatheka pandale. Komanso, kuyesa koyambirira kwa Google ndi Amazon kuti apange masitudiyo amasewera awo alephera kusokoneza, kuwayika kumbuyo kwa Microsoft, yomwe idapanga kale bizinesi yayikulu ya studio pazaka makumi awiri kuchokera pomwe idakhazikitsa Xbox console.

Chithunzi cha wachinyamata yemwe ali ndi zenera ndi chiwongolero akutenga nawo gawo pamwambo wapadera wamasewera apa intaneti a Nascar.  Masewera otchuka kwambiri tsopano akugawidwa kudzera pamapulatifomu osiyanasiyana kuphatikiza ma consoles, ma PC ndi mafoni am'manja
Masewera otchuka kwambiri tsopano akugawidwa kudzera pamapulatifomu osiyanasiyana kuphatikiza ma consoles, ma PC ndi mafoni a m’manja © Getty Images

Microsoft ikukumana ndi chitsutso champhamvu kuchokera kwa opikisana nawo akuluakulu pamsika wamasewera. Tencent, kampani ya ku China yomwe imatsogolera makampani omwe ali ndi ndalama zamasewera mu 2020 ya $ 30.6bn, amawoneka ngati chitsanzo cha tsogolo la masewera m’madera ena a dziko lapansi, kuphatikiza masewera a m’manja ndi mauthenga kuti afikire omvera ambiri mkati mwa China. Ndipo Sony, ngakhale idayikidwa pamthunzi pang’ono ndi nkhani za mgwirizano wa Activision, idakulanso pamasewera am’manja ndipo ikugwira ntchito yolembetsa pomwe ikuwoneka kuti ikukulitsa. kufika kumisika yatsopano.

Pomwe makampani otsogola masiku ano akuthamangira udindo, zomwe zachitika posachedwa pa mgwirizano wa Microsoft zimveka pamsika wa console. Pambuyo potaya malonda ndi ogwiritsa ntchito ku PlayStation ya Sony m’mibadwo iwiri yapitayi yamasewera otonthoza, kugula Activision kumatha kulimbikitsa mwayi wopeza masewera apadera omwe amathandizira kuyendetsa malonda apamwamba.

Mavuto opanga aposachedwa omwe akhala akulemera pa PlayStation atha kupatsa Microsoft chilimbikitso chowonjezera kuti igwire Activision pamene ikuyesera kuthana ndi mdani wake wakale, malinga ndi Smithers.

Ngati ndi choncho, ndiye kuti zitha kuwonjezera mwayi wopeza. Kulimbana ndi Activision kuti mugonjetse zonena zachipongwe zopezeka kuntchito idawononga mtengo wake wamasheya ndikupangitsa kuti pakhale kusintha kwa utsogoleri chaka chatha, ndikutsegulira njira ya Microsoft.

Apple idakhazikitsa ntchito yolembetsa yamasewera am'manja ya Arcade, yomwe ikujambulidwa pa foni yam'manja, kuti ipeze ndalama pa osewera omwe amagwiritsa ntchito mafoni a iOS ndi ma iPads.
Apple idakhazikitsa ntchito yolembetsa yamasewera am’manja Arcade kuti apeze ndalama pa osewera omwe amagwiritsa ntchito mafoni a iOS ndi iPads © FT montage/Apple

Ngakhale mpikisano wa console umapereka chilimbikitso champhamvu pakupeza, ndi m’misika yatsopano, yomwe ikukulirakulira komwe zotsatira zake zitha kumveka bwino kwambiri. Kuwonjezera zina zowonjezera kumatha kulimbikitsa ntchito yolembetsa ya Microsoft, Game Pass, yomwe ili kale ndi makasitomala 25m. Ndipo, malinga ndi Nadella, mgwirizanowu ukhoza kuika Microsoft pamalo olimba operekera masewera kwa ogwiritsa ntchito mafoni m’mayiko omwe akutukuka kumene, ndikutsegula misika yayikulu yatsopano.

Pakadali pano, Microsoft yayesera kuthetsa zongopeka kuti kufunafuna ntchito zatsopano ndi omvera kupangitsa kuti masewera a Activision azikhala ochulukirapo – mkati mwake, kuwaletsa pamapulatifomu omwe amapikisana nawo. Phil Spencer, wamkulu wa bizinesi yake yamasewera, adalemba sabata ino kuti adatsimikizira akuluakulu a Sony za “chikhumbo cha Microsoft kusunga”. Mayitanidwe antchito pa PlayStation”.

Popeza kuwunika kwa owongolera, zitsimikizo zotere zimakhala zomveka. “Activision ndi Microsoft safuna kupanga lingaliro m’malingaliro a owongolera omwe akupita [form] shopu yotsekedwa,” akutero wina wamkulu, wogawana nawo kwa nthawi yayitali wa Sony.

Ndi malonda olembetsa akungoyimira gawo laling’ono la ndalama zamakampani amasewera, kutembenuka Mayitanidwe antchito kukhala ndi mwayi wopatsa ntchito ya Microsoft Game Pass sizingakhale zomveka pazachuma, atero akatswiri azachuma. Microsoft ikuyenera kuwonjezera olembetsa 5m kuti apange malonda omwe angataye ngati angatenge Mayitanidwe antchito kutali ndi PlayStation, akuyerekeza David Gibson, katswiri wamkulu pa MST Financial.

Kuganizira ngati izi kumapangitsa kuti Microsoft isachite zambiri kugwedeza bwato posachedwa. Koma pamene ikufika kwa omvera atsopano padziko lonse lapansi, mawonekedwe a nthawi yayitali amakampani amasewera akuwoneka kuti akusewera kwambiri.

Malipoti owonjezera a James Fontanella-Khan ku New York, Anna Gross ku London ndi Patrick McGee ku San Francisco


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