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Male Media Opps: Activision Blizzard to be acquired by Microsoft (Score 25)

recently announced that Microsoft will soon acquire it in order to grow Microsoft's gaming business and provide building blocks for the metaverse. When the deal closes, Microsoft will be the world's #3 gaming company by revenue, following Tencent and Sony. Microsoft will probably shift AB's strategy up significantly, so keep AB on your radar.

According to Pathmatics, the company ended up spending roughly $47m on digital ads last year, up 32% from the roughly $35.5m it spent in 2020. In 2021, AB earned around 3.8b digital impressions via YouTube (49%), Facebook (26%), Instagram (20%), desktop display (3%), Twitter (1%) and mobile video (1%) ads.

AB tends to target male gamers, a choice I expect Microsoft to continue. With such a large spender backing it, AB will likely keep spending more and more on advertising. Sellers able to offer high-ROI strategies among male Gen-Z and millennials should get in touch. Kantar data reports AB also invests in OOH and local broadcast.

Agency & martech readers - Whether AB ends up working with Microsoft's agency partners (view a list OMD.