Microsoft has revealed a new deal with a new cloud gaming provider in the UK.
On Twitter, Xbox head Phil Spencer made the announcement:
“Microsoft and @EE are expanding our partnership with a 10-year commitment in cloud gaming to bring PC games built by Activision Blizzard, following the acquisition, and Xbox to @EE customers. We are committed to bring more games to more people, however they choose to play.”
Subsequently, Marc Allera, who is the CEO of EE’s owner, BT, made this statement on Twitter:
“Delighted to be working with @Microsoft to expand @EE ’s gaming partnership to include a new 10-year cloud gaming commitment to bring PC games built by @xbox and Activision Blizzard – following the acquisition – to our customers.”
To get this out of the way; EE is not a cloud gaming company like Ubitus or Boosteroid. Instead, they are a telecommunications and ISP company in the UK. They gave this description for themselves on the About Us page on their website:
“EE, part of the BT Group, runs the UK’s biggest and fastest mobile network, offering 4G in more places than any other UK network. EE was first to launch 4G in the UK in October 2012, and also first to launch 5G in May 2019.
EE also provides home and business broadband using both 4G and fixed line connections. EE’s retail presence exceeds more than 600 shops across the UK.”
So this partnership is really more comparable to Verizon’s deal for Game Pass in the US.
With that said, Marc’s statement when they announced the partnership indicates that this business relationship is also intended to help Microsoft’s case for the Activision deal in the UK.
Of course, it can’t be ignored that EE is a UK internet provider. Microsoft is clearly signaling to the CMA that they are bringing the Game Pass business to their country in a big way.
The CMA is scheduled to release their final report for their Microsoft – Activision investigation this coming April 26, 2023. Microsoft definitely made it a point to squeeze this in just in time for the regulator’s consideration. And, of course, they are planning for similar arrangements in the European market, if they don’t exist already.
Beyond Microsoft’s own hopes to finalize the deal, this is great news for the UK gamers themselves. With a local business partner, Microsoft should be more capable of delivering the services they advertise on the tin.
