Pubfinity

UK Blocks Microsoft’s Activision Deal Over Cloud Gaming Concerns

UK regulator CMA announced it will sue to block Microsoft’s $69 billion acquisition of Activision Blizzard, citing concerns about competition in the rapidly evolving cloud gaming market. While exclusivity of popular franchises like Call of Duty could affect console distribution, the CMA’s case centers on the cloud sector, where Microsoft already commands a dominant share and could leverage its combined Xbox, cloud and app store ecosystem. The CMA argues that if Activision Blizzard’s games were exclusive to Microsoft’s cloud gaming service, it would give Microsoft a commercially beneficial edge, potentially harming rivals. The discussion extends to ad-supported gaming and a potential Microsoft mobile app store strategy, with analysts noting market dynamics beyond pure console exclusivity. Microsoft and Activision Blizzard plan to appeal the CMA decision; the ruling interacts with ongoing reviews by the US FTC and the EU EC. The UK market is among the world’s largest video game markets.

Pubfinity’s Big Cookieless Plans For In-Game Ads

Pubfinity, founded by Sam Kaufmann after Microsoft discontinued its ad monetization SDK for Windows games, positions itself as an SSP for desktop game developers seeking cookieless monetization. With a portfolio of over 100 games, Pubfinity has integrated with Epsilon’s cookieless Core ID via Prebid’s SharedID, creating a streamlined supply path through Epsilon’s Core Private Exchange that avoids third-party cookies. The integration aims to improve identity signals, transparency, and monetization for Windows apps. Revenue reportedly rose 25% after the SharedID integration. Pubfinity emphasizes high-quality, respectful ad experiences with hand-curated placements (e.g., a 300×250 unit in Simple Solitaire and occasional interstitials) and aims to attract premium brands. The partnership seeks to scale incremental lift with future PubLink enhancements to further improve match rates.