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Microsoft’s giant Activision Blizzard deal is complete, and it means Ubisoft has now obtained cloud streaming rights for Call of 😆 Duty, all other current Activision Blizzard games, and any coming over the next 15 years. It was a key concession 😆 from Microsoft that helped get the deal over the line with UK regulators. But what does it all mean?

Ubisoft will 😆 now control where Call of Duty and other Activision Blizzard games show up on cloud gaming services, with the exception 😆 of EU countries and the various cloud gaming deals Microsoft signed previously. If you live in a country that’s part 😆 of the European Economic Area (EEA) — which includes EU countries and also Iceland, Liechtenstein, and Norway — then you’ll 😆 get a free license to stream via “any cloud game streaming services of their choice” all current and future Activision 😆 Blizzard PC and console games that you have purchased.

If you’re outside the EEA, then it’s up to Ubisoft which services 😆 get cloud streaming rights for Activision Blizzard games, including licensing these back to Microsoft to include in Xbox Cloud Gaming. 😆 In theory, Ubisoft could deny Microsoft a license for future Activision Blizzard games, but in reality, that’s extremely unlikely to 😆 happen. Microsoft will need to pay a wholesale arrangement fee to license Activision Blizzard games for its cloud services, though.

It’s 😆 also legally possible for Ubisoft to offer Activision Blizzard games exclusively on certain cloud providers but, again, very unlikely. I 😆 say unlikely because unlike secret deals in the games industry for exclusivity or to keep games off Xbox Game Pass, 😆 everyone knows Ubisoft is controlling the rights here, and the company would face a backlash if it attempted to deny 😆 or block games from certain cloud services. Cloud providers will also still be offered a free license to stream these 😆 games in EU markets, thanks to the European Commission remedy.

Why Ubisoft?

A number of companies wanted the cloud gaming rights for 😆 Activision Blizzard games and had to essentially pitch the Competition and Markets Authority in the UK. The interview-like process meant 😆 the CMA picked out the companies that would work best with its concerns over cloud gaming, and then it was 😆 up to Microsoft to ultimately decide on which company to restructure its deal with.

“We’ve been active in the streaming space 😆 for a long time and that’s one of the reasons Microsoft came to us; we were the first studio that 😆 Google worked with for Stadia; the first company that Amazon worked with for Luna; and we’ve been partners with NVIDIA 😆 GeForce Now for years,” explains Chris Early, Ubisoft’s SVP of strategic partnerships and business development. “To Microsoft, it made sense 😆 that if somebody was going to be familiar with the space and know what the value would be for streaming, 😆 it would be us. And we saw the value as well.”

Ubisoft Plus

The deal with Ubisoft means that Activision Blizzard games 😆 will now be available on Ubisoft Plus, the company’s game subscription service. Work begins on bringing these games to Ubisoft’s 😆 subscription today, but it’s not clear when they’ll all be available.

While the deal lasts for 15 years, the licenses are 😆 perpetual, so Ubisoft will still have the rights and still be able to provide games to people and companies worldwide 😆 (outside of the EEA) even after those 15 years pass by.

“Our expectation is that they will be on Ubisoft Plus, 😆 and then we have the rights to be able to license them individually to companies as well,” says Early. “Perhaps 😆 there’s a company somewhere in the world that wants to license those rights and add to the streaming service they 😆 have or start up a new streaming service, and I think that’s going be part of the fun of the 😆 next 15 years or more of how streaming evolves.”

Microsoft’s cloud gaming deals

Activision Blizzard games will also be available on a 😆 variety of cloud gaming services thanks to deals Microsoft struck to appease EU regulators. Those deals include:

Nvidia: operator of GeForce 😆 Now cloud gaming service

Boosteroid: largest independent cloud gaming provider based in Ukraine

Nware: Spain-based cloud gaming provider

Ubitus: Taiwan-based cloud gaming provider

EE: 😆 British mobile network provider

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