What exactly is this metaverse? So far, you get at least as many answers as you ask people. One thing is certain, it has to do with immersing yourself in completely virtual environments or those in which the real and virtual worlds mix with as many senses as possible and lots of technology. Connecting the real and virtual world is by no means just nonsense and giddiness. For example, when planning the kitchen in some studios, you can already walk around with VR glasses between the stove and the dishwasher, almost as if the kitchen already existed. Therefore, behind the planned mega deal from Microsoft, which wants to buy the game manufacturer Activision Blizzard for almost 70 billion dollars, is more than just expanding its own games division. It’s also about the race to gain as much influence as possible in the metaverse.
But the deal is also a risk – for several reasons. On the one hand, it is by no means certain that the Metaverse will really hit the way many investors are currently thinking. On the other hand, it will have to be shown how the two corporate cultures get along with each other. Here the rather sluggish colossus Microsoft, there the game manufacturer who has to bring out new versions of his successful games under great time pressure. Thirdly, the game manufacturer has apparently also negotiated well, because Microsoft is paying far more per share than the company was last worth. Whether that pays off remains to be seen.
The fourth aspect is probably the most difficult. Although Activision Blizzard is one of the big players in its industry, it is not necessarily a company that people enjoy working for. Especially not as a woman. There was harassment, women did not feel recognized and were bullied. Even the state of California sued the company. And company boss Bobby Kotick, who has tolerated this for years, is to remain in office after the takeover. In October, 37 employees had to go and a number of others received warnings. But that alone is not enough, the corporate culture and the working atmosphere at Activision Blizzard have to change fundamentally in the long term.
But why is Microsoft taking these risks? Behind it is the fear of not being well prepared for the new big thing, the metaverse. The game manufacturer should contribute its experience and expertise in creating virtual worlds. Of course, this also goes for games, after all, the deal would make Microsoft the third-largest games manufacturer in the world. But the group thinks much further. All of its services are to be brought together in the virtual world. Then Windows could even open windows into completely new worlds in which avatars hold a team conference. And everything would be stored and operated with Microsoft’s Azure cloud system.
The big tech companies lure people into golden cages
Of course, Microsoft isn’t the only one with such plans – and that complicates things. Because nobody will expect that large corporations like Apple, Microsoft, Facebook, Google or Amazon will create an open platform. No, there will rather be a competition between proprietary systems in which everyone will try to lure as many users as possible into their own golden cage. Because the longer you can keep the users with you, the easier and more accurate access you have to this data milking cow. And Big Tech, with its market power and bulging coffers, has the best prerequisites for expanding its existing dominance.
But will the supervisory authorities, ultimately politicians, allow this? Since it has become increasingly clear where the strong focus on a few providers has led, concerns are also growing in the USA. Antitrust proceedings have been going on in the European Union for some time. Actually, the authorities should no longer approve takeovers like the current one if the power of the big tech companies is not to continue to grow. However, no one believes in an open metaverse that resembles the open Internet in its early days. Too bad actually.