Tag Archives: Gaming software

Ubisoft (UBI) stock tanks 21% after guidance cut, games cancelled

In this photo illustration, the Ubisoft video game company logo seen displayed on a smartphone.

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Ubisoft shares plunged 21% on Thursday after the French video game maker reduced revenue guidance, cancelled three titles and pushed back the release of its upcoming Skull and Bones game.

The company’s share price slumped as low as 18.80 euros apiece shortly after the market opened, hitting its lowest level in more than seven years. The stock has since pared losses slightly and was last trading at around 20 euros, down 16% from the Wednesday close.

In a trading update on Wednesday, Ubisoft lowered net bookings guidance for the third quarter of 2022 to 725 million euros, down from an earlier target of 830 million euros. The company forecast full-year net bookings would likely fall 10% after an earlier projection called for an increase of 10%.

The company, which is best known as the publisher of hit franchises including Assassin’s Creed and Far Cry, cited poor performance of its Mario + Rabbids Sparks of Hope and Just Dance 2023 titles, as well as a challenging economic environment.

“There’s a fair amount of “battening down the hatches” going on globally as it relates to the games industry,” Lewis Ward, research director of gaming at IDC, told CNBC.

“There were huge 20-30% revenue surges when COVID hit, and in 2023 we’re dealing with ongoing denouement of the COVID-induced spending spike, plus concerns about a potential recession and ongoing inflationary and supply chain challenges in North America and Europe especially, plus, of course, the ongoing fallout of Russia’s invasion of Ukraine.”

Consumers are cutting back on discretionary purchases in response to higher prices and borrowing costs. Gaming has especially come under pressure. The industry was expected to contract 4.4% year-on-year to $182 billion, according to a November forecast from market research firm Ampere Analysis.

Ubisoft is the third gaming firm this week to issue a disappointing trading update. Devolver Digital and Frontier Developments posted profit warnings on Monday, citing a weak trading environment in December.

“This reveals that the macro-economic environment is having an impact on premium games sales to an extent,” Piers Harding-Rolls, research director for games at Ampere Analysis, told CNBC via email.

“However, I think it is likely that the economic backdrop will impact some companies more than others,” he added. “For example, we’ve already noted how the biggest AAA console releases have sold well — FIFA, God of War, CoD [Call of Duty] — so I think it’s too early to assume all major publishers will be in the same position as these three companies.”

The gaming industry seeing increased consolidation, including Microsoft’s mega acquisition of Call of Duty publisher Activision Blizzard and Sony’s purchase of Destiny developer Bungie. Analysts view Ubisoft as a potential takeover target. Its share price sank more than 38% in 2022, wiping off 3 billion euros from the company’s market value.

In September, Tencent upped its stake in the company in a deal that made the Chinese tech giant Ubisoft’s largest shareholder. The purchase gave Tencent an overall stake of 11%, including indirect ownership, and an option to increase its interest further to up to 17%.

Analysts at the time said that the stake purchase had dampened hopes of a takeover. As part of the deal, Tencent won’t be able to sell its shares for five years and can’t increase its direct stake in Ubisoft beyond 9.99% for a period of eight years. 

Ubisoft said Wednesday that it would depreciate around 500 million euros of capitalized research and development and narrow its focus to fewer titles. It shelved three unannounced game projects and delayed the release of its upcoming Skull and Bones pirate game until a period between early 2023 to 2024.

The company hopes to cut costs by about 200 million euros through a mix of targeted restructuring, divestment of “non-core” assets, and employee attrition. It has about 1.4 billion euros of cash and non-cash equivalence on its balance sheet.

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Google to shut gaming service Stadia in latest cost-cutting effort

Google is shuttering its digital gaming service Stadia, the latest ambitious project to get cut as the company looks to shed costs.

The gaming service, which launched in 2019 and runs on phones and the Chrome browser, “hasn’t gained the traction with users that we expected,” wrote Phil Harrison, a Google vice president, in a blog post Thursday. “We’ve made the difficult decision to begin winding down our Stadia streaming service,” he wrote.

For Google, Stadia represented an opportunity to put its cloud streaming technology to work and enable immersive gameplay “at massive scale,” according to Harrison. Stadia servers will be turned off on Jan. 18, the Stadia FAQ page says. The company hoped Stadia would compete with other gaming services like Sony’s PlayStation Plus cloud streaming, Amazon’s Luna and Microsoft’s Xbox Cloud Gaming

The shuttering of Stadia is the latest move by CEO Sundar Pichai to cut costs after saying he wants to make the company 20% more efficient. Alphabet’s stock price is down 34% this year and in July the company reported disappointing revenue and profit numbers. Pichai’s efficiency efforts, he said, could include product and head count cuts as the company reckons with a slew of economic challenges and slowing growth.

Google recently canceled the next generation of its Pixelbook laptop and cut funding to its Area 120 in-house incubator.

Stadia’s future has been uncertain for a while. Last year, the company said it was disbanding the Stadia Games and Entertainment team, which developed its own original games for the service. Speculation swirled about the potential for a broader cut to the service.

Google said it will be refunding all Stadia hardware purchases made through the Google Store and all game and add-on content purchases at the Stadia store. The company said it expects to complete the majority of refunds by mid-January. Players will continue to have access to their games library and can play through Jan. 18.

Google said it will continue supporting gaming in other areas and will help developers build and distribute gaming apps on Google Play and Google Play Games. Harrison also indicated the technology used for Stadia won’t go to waste.

“We see clear opportunities to apply this technology across other parts of Google like YouTube, Google Play, and our Augmented Reality (AR) efforts — as well as make it available to our industry partners, which aligns with where we see the future of gaming headed,” he wrote.

WATCH: CNBC’s full interview with Alphabet CEO Sundar Pichai from May 2022

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Shares of Assassin’s Creed maker Ubisoft plunge after Tencent ups stake

Tencent has increased its stake in French games maker Ubisoft, the company behind popular franchises like Assassin’s Creed. But analysts said this has effectively closed the door on a full takeover of the company.

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Shares of games developer Ubisoft plunged more than 16% on Wednesday after prospects of a full takeover were dampened following a move by Chinese tech giant Tencent to increase its stake in the company.

On Tuesday, the two companies announced that Tencent invested 300 million euros ($296.9 million) in Guillemot Brothers Limited, amounting to a 49.9% stake in the company. Tencent only gets 5% voting rights in the company.

Guillemot Brothers Limited is controlled by the Guillemot family, and is the entity that controls the majority of the family’s roughly 15% stake in Ubisoft.

The Guillemot brothers founded Ubisoft in 1986 and have fought hard to keep the company independent and protected from a takeover.

Tencent’s investment values Ubisoft shares at 80 euros each, an 83% premium on Tuesday’s closing price and gives it an indirect stake in the French games developer.

The move effectively closes the door on a full takeover of Ubisoft by any party, according to analysts, something that investors were holding out for.

“What this transaction does appear to signal is that any full sale of Ubisoft to a strategic or financial buyer is very unlikely. In our view this should be seen as a net negative for shares (though not for the company itself),” analysts at Cowen said in a note Tuesday.

As part of the deal, Tencent is able to increase its direct stake in Ubisoft from 4.5% currently to 9.99% of the capital or voting rights. But Tencent will not be able to sell its shares for five years and will not be able to increase its stake in Ubisoft beyond 9.99% for a period of eight years. That effectively rules out a complete takeover of the gaming firm.

Ubisoft’s drama began in 2015 when French media conglomerate Vivendi took a stake in the European gaming firm, eventually becoming its biggest shareholder. But the Guillemot family were determined to keep the company independent.

In 2018, after a three-year battle, Vivendi dropped its pursuit of Ubisoft. Tencent stepped in to buy some of the Ubisoft shares Vivendi offloaded and the Chinese tech giant ended up owning a 5% stake in the games company.

Ubisoft has faced a number of challenges including sexual harassment allegations and a lack of new hit titles.

Tencent’s investment continues a flurry of deals in the video games space this year, particularly from Asian firms, that began with Microsoft’s proposed $68.7 billion acquisition of Activision Blizzard in January followed by Sony’s takeover of Bungie, the maker of hit games Halo and Destiny.

Tencent, based in Shenzhen, China, has grown into one of the world’s largest gaming companies over the years, through acquisitions of and investments in smaller studios with popular global titles including League of Legends maker Riot Games, for example.

Tougher regulation around gaming in China has pushed Tencent and its rival NetEase to expand overseas through investments and acquisitions.

Ubisoft is known for some popular franchises including Assassin’s Creed and Rainbow Six. Ubisoft scheduled an event for Saturday to reveal details about upcoming games.

Tencent has typically helped companies it has invested in to run independently, but offered a hand to expand titles into China and onto mobile, where it has typically been strong.

Martin Lau, president of Tencent, said that the two companies will continue “to develop immersive game experiences” and bring Ubisoft’s most well-known franchises to mobile.

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Sony, Tencent, NetEase continue deal hunt to expand new formats, markets

Revenue from mobile games accounts for more than half of the mobile gaming market. Sony is looking to diversify beyond consoles with its new dedicated PlayStation mobile gaming division.

Mateusz Slodkowski | SOPA Images | LightRocket via Getty Images

Sony

Sony’s PlayStation has dominated the gaming console market for a long time.

But the business model for console gaming has changed. It’s not just about selling the hardware and then hoping people buy new games. It’s about continuing to milk revenue from those games via regular updates that people spend money on and selling subscription services too.

Sony’s deal flow, particularly with the acquisition of Bungie, highlights this push.

“Their goal is to have enough content to incentivize players to buy their proprietary hardware, pay a monthly fee for the subscription service operated by PlayStation (PS Plus), and purchase the occasional digital game through the PlayStation Store, for which Sony receives approximately a 30% cut,” Tom Wijman, market lead for games at data company Newzoo, told CNBC.

“Snapping up studios is the most failsafe way to ensure exclusive content for their ecosystem — especially in reaction to the acquisition spree of Microsoft, one of Sony’s main competitors in the gaming space.”

Sony is also looking to expand beyond consoles. Last week, the Japanese giant said it is setting up a dedicated unit to oversee the development of mobile games, a relatively new venture for the company, which has been so dominant in consoles for years.

The acquisition of Savage Game Studios, which is dedicated to mobile games, is another key part of the strategy.

“Sony is stepping out of their comfort zone to stay competitive,” Wijman said.

Revenue from mobile gaming accounts for more than 50% of the total gaming market, whereas consoles make up about 27% of sales, according to Newzoo. So, Sony is going after an even bigger piece of the pie.

Sony’s acquisitions will help it bolster its intellectual property and library of games as it looks to expand into mobile gaming.

Tencent and NetEase

China’s two largest gaming players Tencent and NetEase have faced a tougher domestic market, amplifying the importance of their investment and acquisition strategies overseas.

Last year, Chinese regulators restricted the amount of time those under 18 years old could play online games and froze the approval of new titles. In China, games need the green light from regulators to be released and monetized. Those approvals only restarted in April.

Meanwhile, a resurgence of Covid-19 in China and subsequent lockdowns across major cities in the country has hurt economic growth. That led to the worst quarter of revenue growth for some of China’s technology giants, including Tencent.

With a more challenging domestic market, Tencent and NetEase have looked abroad for growth via acquisitions and investments.

“Tencent and NetEase have built up their gaming business primarily in their home turf China. Now that their home market is becoming increasingly regulated and difficult to operate in, these two companies will accelerate their global expansion strategy,” Wijman said.

Tencent owns or is invested in some of the biggest gaming companies in the world, including League of Legends developer Riot Games.

NetEase’s strategy has focused on acquiring high-profile intellectual property. With the Quantic Dream acquisition, the Hangzhou-headquartered firm has access to publish an upcoming Star Wars Game. NetEase has already released mobile games based on the Harry Potter and Lord of the Rings franchises.

For the two giants, having stakes in or owning the studios behind international mega hits in the gaming world has become a key part of the strategy.

While NetEase has traditionally been less aggressive than Tencent in its deal activity, it has ramped up efforts over the last year.

Another part of the investment strategy for both companies also highlights their ambitions in the console sector. NetEase and Tencent have mostly grown by focusing on PC and mobile gaming, not consoles which were banned in China for 14 years until 2014.

But the two behemoths have begun to turn their efforts toward console gaming.

NetEase hired a console industry veteran to run its Japanese game studio earlier this year. And Tencent-owned developer TiMi Studio has opened offices in Montreal and Seattle to focus on PC and console games.

Acquiring and investing in other gaming studios again can help both companies gain access to IP for games on consoles too.

Tighter regulation in China and the search for growth could propel NetEase and Tencent to continue their investment and acquisition strategy.

“Lastly, if the regulation from the Chinese government continues to pressure NetEase and Tencent in their home markets, I think they too will be eager to look into M&A,” Wijman said. “Their global expansion strategies have only just gotten started.”

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Facebook Gaming app, a rival to Amazon’s Twitch, to shut down

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Facebook plans to close down its Facebook Gaming app, which lets users watch and play video games on-demand.

Starting Oct. 28, Facebook Gaming will no longer be available on iOS and Android, while gaming features will continue to be accessible via the main Facebook app.

“We want to extend our heartfelt thanks to all of you for everything that you’ve done to build a thriving community for gamers and fans since this app first launched,” the company said in an update on the Facebook Gaming app.

“This was truly a community-led effort to bring new gaming features to Facebook,” it added.

“Despite this news, our mission to connect players, fans and creators with the games they love hasn’t changed, and you’ll still be able to find your games, streamers and groups when you visit Gaming in the Facebook app.”

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Launched more than two years ago as the Covid-19 outbreak stoked a boom in both playing and watching video games, Facebook Gaming was once viewed as a potential threat to Twitch, the dominant player in that market.

Facebook, owned by the newly rebranded parent company Meta, has struggled to gain a foothold in the live game streaming market. According to a report from market research firm Streamlabs, in the second quarter of 2022 Facebook Gaming accounted for only 7.9% of the market share for amount of hours watched, behind Twitch (76.7%) and YouTube (15.4%).

Facebook isn’t the first internet giant to have tried and failed at recreating the Twitch formula. In 2020, Microsoft shuttered its own streaming service, Mixer, after signing a multimillion dollar to have the famous Fortnite player Tyler “Ninja” Blevins stream on its service exclusively.

YouTube, Twitch’s closest competitor, has found more success chipping away at Twitch’s dominance. The company’s YouTube Gaming division has managed to tempt away top talent from Twitch lately, including Ludwig Ahgren, Rachell Hofstetter and Timothy Betar — better known online under their respective aliases “Ludwig,” “Valkyrae” and “TimTheTatman.”

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Microsoft Xbox, Sony PlayStation, Nintendo: Video game earnings round-up

A gamer plays on Sony’s Playstation 5 console at his home in Seoul.

Yelim Lee | AFP via Getty Images

The giants of the video game world saw their sales slide in the second quarter, as initial tailwinds from the Covid pandemic faded.

In the three months ended June, Microsoft, Sony and Nintendo each posted disappointing results in their respective gaming businesses.

The numbers reflect a broader contraction in consumer spending on video games. Americans spent $12.4 billion on games in the second quarter, according to market research firm NPD, down 13% year-on-year.

Several factors are to blame, not least the relaxing of pandemic restrictions, with people eschewing home entertainment options in favor of outdoor activities.

Ongoing shortages of semiconductor equipment haven’t helped either.

“The growth of the overall game market has recently decelerated as opportunities have increased for users to get out of [the] home as Covid-19 infections have subsided in key markets,” Hiroki Totoki, Sony’s chief financial officer, said on the company’s earnings call last month.

Sony reported a 2% decline in sales year-on-year at its gaming unit in the June quarter, while operating profits plunged almost 37%. The company also issued a gloomy outlook, cutting its full-year profit forecast by 16%.

The main reason? People are spending less time playing games and more time going out.

Total gameplay time among the PlayStation player base was down 15%, much lower than initially forecast by the company.

‘Covid effect’ disappears

Gaming was one of the big beneficiaries of the Covid pandemic, with publishers experiencing bumper growth as consumers spent more time indoors.

But with consumers’ spending habits shifting post-lockdown, and inflation running hot, the industry is taking a hit.

At Microsoft, overall gaming revenues sank 7% year-on-year. Sales of the company’s Xbox consoles declined 11%, while gaming content and services revenues dipped 6%.

The declines were “driven by lower engagement hours and monetization in third-party and first-party content,” Amy Hood, chief financial officer of Microsoft, said on the firm’s earnings call last week.

Activision Blizzard, the embattled game publisher being acquired by Microsoft, reported a 70% plunge in net profit and a 29% drop in revenues.

The Call of Duty-maker blamed the slump on weak sales of the latest title in the popular shooter franchise.

Ubisoft, the firm behind Assassin’s Creed, posted a 10% decline in net bookings.

Michael Pachter, managing director at Wedbush Securities, said the disappointing numbers were largely driven by comparisons with “outsized performance” a year ago. In other words, companies couldn’t match the wildly high numbers they posted in 2021.

“Everyone saw record numbers during shelter-in-place, with catalog sales of older titles leading the way,” Pachter told CNBC. “That set up an impossible comparison, and the year-over-year declines were well telegraphed and were expected.”

Electronic Arts was one of the rare companies to defy the gaming contraction, posting a 50% rise in profits and revenue growth of 14%.

Console shortage lingers

A major factor hampering performance in the gaming world is the continued scramble for key console hardware.

Nintendo saw a 15% slide in operating profit in the April-June period. The company behind the Super Mario franchise blamed the weak performance on the global semiconductor shortage, which meant it was unable to produce and sell as many Switch consoles as it wanted.

Nintendo sold 3.43 million units of its portable Switch console in the quarter, down 23% year-over-year, while software sales slumped 8.6%, to 41.4 million units.

Sony sold 2.4 million PlayStation 5 consoles in the quarter, slightly higher than the 2.3 million units sold in the same period a year ago. The firm is hoping a lifting of lockdown measures in the crucial manufacturing hub of Shanghai and a holiday season sales drive will help it reach its target of shipping 18 million PS5 units in 2022.

“The slow rollout of hardware is one of the biggest contributors,” Pachter said. “New hardware purchasers tend to buy a lot of software, and PlayStation and Switch sales have been supply constrained.”

The remote-working trend has also caused delays for new game releases, limiting the pool of games people want to buy. Microsoft, for example, delayed the release of its highly-anticipated sci-fi epic Starfield until early 2023, while Ubisoft pushed back the launch of a game based on the Avatar film franchise.

More pain to come?

Spiraling prices for everything from gas to groceries and fears of an impending recession could spell further trouble for the sector.

The global games and services market is forecast to contract 1.2% year-on-year to $188 billion in 2022, the first annual decline in over a decade, according to data from Ampere Analysis.

“The cost of living squeeze means added pressure on household budgets,” Piers Harding-Rolls, research director at Ampere, told CNBC.

“The impact is likely to be felt on high ticket items which could include console hardware, although limited availability and pent up demand especially for the higher-end consoles means impact will be minimal at present.

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Harding-Rolls added: “There could also be some additional pressure on high in-game spending as gamers adjust their discretionary spending.”

Some firms are betting a push toward subscription products will help counter the effect of waning game sales.

According to Microsoft, growth in the company’s Xbox Game Pass membership plan helped cushion the blow of softer demand for consoles and games. While Microsoft didn’t give an updated subscriber number for the service, it had over 25 million subscribers in total as of January.

Sony recently revamped its PS Plus subscription service, and is hoping the move will help combat the recent tail-off in gaming activity. PS Plus subscribers totaled 47.3 million, according to Sony’s quarterly report, slightly down from the previous quarter.

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Video game industry not ‘recession proof,’ sales set to fall in 2022

The PlayStation 5 logo pictured at a store in Krakow, Poland.

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Video game sales are set to decline annually for the first time in years, as another industry that boomed in the coronavirus era faces the grim prospect of a recession.

The global games and services market is forecast to contract 1.2% year-on-year to $188 billion in 2022, according to research from market data firm Ampere Analysis.

The sector expanded 26% from 2019 to 2021, reaching a record $191 billion in size. Sales of video games have consistently grown since at least 2015, Ampere data shows.

Gaming got a huge boost from Covid-19 shutdowns in 2020 as people spent more of their time indoors. The launch of next-generation consoles from Microsoft and Sony that same year also bolstered the industry’s fortunes.

However, the arrival of Microsoft’s Xbox Series X and S machines and Sony’s PlayStation 5 proved something of a double-edged sword — logistics disruptions and shortages of vital components have meant that shoppers are facing great difficulty finding any of the new consoles on store shelves or online.

Russia’s invasion of Ukraine — along with supply chain bottlenecks and rising inflation — further worsened the outlook for gaming. Numerous game software and hardware makers decided to suspend their operations in Russia, including Microsoft and Sony.

Russia was the world’s 10th-largest games market in 2021, according to Ampere. But it is expected to drop to No. 14 in the global rankings this year and lose $1.2 billion in value, the firm said.

Piers Harding-Rolls, research director at Ampere, said the figures show the games industry isn’t “recession proof,” with cost-of-living challenges inflicted by higher prices likely to weigh on consumption.

“After two years of huge expansion, the games market is poised to hand back a bit of that growth in 2022 as multiple factors combine to undermine performance,” Harding-Rolls said.

“Even so, the year will end well ahead of pre-pandemic performance, and the outlook for the sector as a whole remains positive, with growth forecast to return in 2023,” he added.

The market is expected to return to growth in 2023, with sales expected to hit $195 billion, according to Ampere.

Other challenges facing the industry include privacy changes from Apple that make it harder for mobile game developers to track iPhone users, as well as delays to blockbuster releases like Microsoft’s Starfield and Redfall.

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Tomb Raider publisher Square Enix to sell iconic video game franchise

Tomb Raider is one of the most well-known video game franchises of all time.

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The iconic Tomb Raider video game franchise is being sold by its Japanese publisher Square Enix as part of a $300 million deal.

Square Enix said Monday it will offload three of its game development studios — Eidos Interactive, Crystal Dynamics and Square Enix Montreal — to Swedish firm Embracer Group.

Embracer will also acquire the intellectual property for Tomb Raider and three other game series, including Deux Ex, Thief and Legacy of Kain.

Square Enix said it is selling the assets to cut down on costs amid a challenging global business environment and invest in new technologies like the blockchain.

The deal “enables the launch of new businesses by moving forward with investments in fields including blockchain, AI, and the cloud,” Square Enix said in a statement announcing the news.

The company’s commitment to ramp up spending in blockchain — the technology behind many cryptocurrencies and non-fungible tokens — led to some backlash on social media. One user said the move was “like selling your house for magic beans.”

The gamer crowd has typically been skeptical about NFTs — digital assets designed to represent ownership of one-of-a-kind collectible items.

While proponents of the technology say it could unlock new kinds of gaming experiences, many gamers aren’t convinced, viewing NFTs as an environmentally harmful cash grab.

Tomb Raider is one of the most well-known video game franchises of all time. The games see players navigate British archaeologist Lara Croft through a series of ancient tombs and hazardous ruins. It has sold more than 80 million copies to date.

Tomb Raider’s heroine quickly became a cultural icon, inspiring numerous films and merchandise, while also provoking a debate over the oversexualization of female characters in the gaming industry.

Square Enix, which is best known for its popular Final Fantasy, Dragon Quest and Kingdom Hearts games, acquired ownership of the Tomb Raider series after buying Eidos Interactive in 2009.

It is now set to become the property of Sweden’s Embracer, with the company expecting the deal will be approved and finalized by the end of September.

Embracer is not a household name in gaming. Originally set up as a comic book and games retailer, the company has become one of Europe’s largest gaming groups after snapping up a slew of major studios including Gearbox, developer of the Borderlands shooter franchise, and Koch Media.

Gaming analysts said the deal price for Square Enix’s Western assets was surprisingly low, but that the company had long been seeking a buyer.

“Square Enix has been seeking to offload this part of its business to restructure and focus its investments,” Piers Harding-Rolls, head of games research at Ampere Analysis, told CNBC.

“It has struggled to get consistent commercial success out of those studios, and it wants to build a leaner organisation with a more compelling growth and profit story for its shareholders.”

Square Enix said it will continue to publish titles from other international franchises, including Just Cause, Outriders and Life is Strange.

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Sony suspends all PlayStation sales in Russia over Ukraine war

A gamer plays on Sony’s Playstation 5 console at his home in Seoul.

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Sony has stopped selling its PlayStation consoles and software in Russia, becoming the latest major brand to withdraw from the country over the Ukraine war.

Sony’s decision is one of the video game industry’s most significant moves yet. The company has the biggest presence in Russia of any console maker, according to industry insiders.

“PlayStation has the largest installed base, so if a company on the console side has a particularly hard choice from a purely financial angle, it’s Sony,” said Lewis Ward, head of gaming at research firm IDC.

A representative for Sony’s video game unit said in a statement on Wednesday that the company has suspended all software and hardware shipments in the country, as well as the launch of new racing title Gran Turismo 7. The PlayStation Store also will no longer be available in Russia.

“Sony Interactive Entertainment (SIE) joins the global community in calling for peace in Ukraine,” the company said.

“To support humanitarian aid, Sony Group Corporation announced a $2 million donation to the United Nations High Commissioner for Refugees (UNHCR) and the international NGO, Save the Children, to support the victims of this tragedy,” the company statement added.

Iconic brands McDonald’s, Coca-Cola, PepsiCo and Starbucks have suspended operations in Russia amid outcry over the country’s invasion of Ukraine.

Last week, video game companies began taking steps to sever ties with Russia. CD Projekt, makers of the sci-fi game Cyberpunk 2077, and Electronic Arts, said they would block all sales of games and content in Russia and Belarus.

Microsoft said on Friday it would halt all new sales of its products and services in Russia, including its Xbox games consoles, software and subscription services. Epic Games, the studio behind Fortnite, followed suit the next day, saying it was “stopping commerce with Russia in our games.”

Mykhailo Fedorov, Ukraine’s digital minister, had previously called on Microsoft and Sony to block all Russian and Belarusian accounts and cancel any planned events in the two countries.

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Video game firms move to cut off Russia amid Ukraine war

A Cyberpunk 2077 promotion is displayed in a video game store in Moscow, Russia on Dec. 10, 2020.

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Video game companies are starting to halt their operations in Russia amid outcry over the country’s invasion of Ukraine.

Poland’s CD Projekt, the publisher behind sci-fi title Cyberpunk 2077 and popular role-playing game franchise The Witcher, said Thursday that it would halt all sales of its games in Russia and Belarus. It will also pause all sales through its GOG games distribution platform in the countries.

“The entire CD PROJEKT Group stands firm with the people of Ukraine,” the company said in an announcement Thursday.

“While we are not a political entity capable of directly influencing state matters, and don’t aspire to be one, we do believe that commercial entities, when united, have the power to inspire global change in the hearts and minds of ordinary people.”

Meanwhile, Electronic Arts on Wednesday said it would remove the Russian national team and all clubs in the country from its FIFA soccer titles and the NHL football game series.

“EA Sports stands in solidarity with the Ukrainian people and like so many voices across the world of football, calls for peace and an end to the invasion of Ukraine,” the company said in a tweet Wednesday.

Earlier this week, Ukrainian Digital Minister Mykhailo Fedorov called on Microsoft and Sony to block all Russian and Belarusian accounts and cancel any planned gaming events in the two countries. He also asked the firms to deny allowing Russian or Belarussian gamers from competing in international esports events.

“We are sure that such actions will motivate the citizens of Russia to proactively stop the disgraceful military aggression,” Fedorov said in a letter he posted on Twitter Wednesday.

Microsoft and Sony did not respond to multiple CNBC requests for comment.

Microsoft President Brad Smith said Friday that the company would “suspend all new sales of Microsoft products and services in Russia” and stop “many aspects of our business in Russia in compliance with governmental sanctions decisions.”

Esports

The esports world has also been caught up in the Russia-Ukraine crisis.

Russia has a sizable esports industry. Eight Russians are listed in Esports Earnings’ ranking of the top-earning esports players globally, with Yaroslav “Miposhka” Naidenov taking the No. 11 spot.

On Tuesday, German esports organizer ESL said it would block Counter-Strike: Global Offensive teams Virtus.pro and Gambit from competing in the ESL Pro League in June.

“We made the decision that organizations with apparent ties to the Russian government, including individuals or organizations under alleged or confirmed EU sanctions related to the conflict, will not be allowed to be represented,” ESL said in an update on its website.

Virtus.pro is owned by ESforce Holding, a division of Russian tech firm Mail.ru, while Gambit is a subsidiary of telecoms group MTS. ESL said players of both teams would still be able to compete “under a neutral name, without representing their country, organization or their teams’ sponsors on their clothing.”

ESL said it has also paused all scheduled competitions in the Commonwealth of Independent States, which includes Russia, Ukraine and Belarus.

Why it matters

The video game world cutting ties with Russia could have a significant impact on the country’s economy. Russia is home to a vibrant gaming market, worth an estimated $2.3 billion in 2021, according to data firm Statista.

With their respective Xbox and PlayStation platforms, Microsoft and Sony are two of the largest video game distributors globally.

However, it’s mobile platforms like Apple’s iOS and Google’s Android and PC games distributors like Valve’s Steam that would truly bite, according to Lewis Dean, research director of gaming at analysis firm IDC.

“Russia is a mobile first, PC second, [and] console third market,” Dean told CNBC.

Apple and Google did not respond to a CNBC request for comment by publication time. Both companies have so far restricted sales in Russia and removed Russian state-owned media outlets RT and Sputnik from their app stores.

In terms of consoles, “PlayStation has the largest installed base, so if a company on the console side has a particularly hard choice from a purely financial angle, it’s Sony,” Dean said.

In the PC space, Valve is the “biggest digital PC game distributor in Russia and so that would be another significant shoe to drop if they suspended services,” he added.

Valve was not immediately available for comment when contacted by CNBC.

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