By Dmitry Krivov
Publication Date: 2026-09-25 04:30:00
The latest wave of layoffs and mergers at Microsoft has provoked a sharp reaction from analysts, who believe that Activision and Bethesda are gradually gaining more and more control over the former Xbox structure.
NYU Stern Professor Joost van Dreunen called the ongoing situation a “slow reverse acquisition,” noting that Activision and Bethesda are becoming key decision-making structures and gaining control over the Xbox legacy.
Experts from Omdia and Alinea Analytics believe that the focus on Game Pass has not expanded the audience at the expected pace, and has partially deterred players from purchasing games at launch. As a result, Microsoft is reducing its internal portfolio and focusing on large publishing structures.
Newzoo notes that the company is distributing genres among its divisions: shooters go to Activision, RPGs to Bethesda, casual games to King, and racing games to Playground Games. This should reduce competition between projects for players’ attention.
The fate of Ninja…
