Microsoft has invested huge amounts of capital and time into making cloud gaming a core part of its gaming offering.
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When Microsoft announced its offer to buy Activision Blizzard for $68.7 billion, it marked one of the biggest acquisitions in video game history — and the largest-ever deal for the Redmond, Washington-based technology giant.
There were lots of reasons for the U.S. tech giant to buy Activision. Activision owns a multitude of popular game franchises — Call of Duty, World of Warcraft, and Candy Crush Saga.
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Microsoft would gain a host of content to add to its Xbox gaming division. And it would add a slew of talent to its in-house game studios that could help with developing new games.
But the key one, and the thing Microsoft is betting its gaming future on, was cloud gaming — and that’s what ultimately threw a spanner in the works for the company’s multibillion-dollar bid to swallow Activision when U.K. regulators chose to block the deal Wednesday.
What is cloud gaming?
Cloud gaming is a technology that lets people play games from any device with an internet connection – a console, PC, smart TV, or a mobile phone — from a far-flung data center.
Traditionally, you’d need some dedicated hardware to play a game, like an expensive console or PC.
Things have gotten better over time with advances in smartphones, and there are now even major studio-quality games that can be played on phones, like Call of Duty Mobile.
But what cloud gaming offers — that makes it a differentiator — is a service on which you can stream a selection of titles in real time from a company’s remote data centers, just like you would a movie or TV show on Netflix.
Microsoft has invested huge amounts of capital and time into making cloud gaming a core part of its gaming offering. The company added cloud gaming as a free perk within its Xbox Game Pass subscription product, which offers people access to a multitude of titles for a monthly fee.
Cloud gaming could benefit consumers in developing markets where consoles and PCs are too expensive to own.
Microsoft has lost ground to console rivals — particularly Sony — over the years. In the last generation of consoles, Sony won the infamous “console wars” with its PlayStation 4 machine, which topped Microsoft’s Xbox One in terms of lifetime sales.
With the current generation of consoles, which were launched in November 2020, it has been more of the same. The PS5 has sold 32 million units to date, according to its latest quarterly numbers.
Microsoft doesn’t publish unit sales in its results, however an estimate from the video game data website VGC places lifetime sales of its Xbox Series X and S consoles just north of 20 million units.
Microsoft CEO Satya Nadella outlined the vision the company has for cloud gaming and its incorporation of Activision Blizzard in an interview with CNBC’s Tanvir Gill in November.
“We want people to be able to enjoy the games they love on platforms they are playing in. And that’s our goal,” Nadella said.
“We love the console, the Xbox, we love the PC, we love mobile. We love xCloud, which is the streaming service, so that you can even play on your television and what have you.”
“Activision is a fantastic partner of ours today that we want to be able to sort of take all the content and make sure it’s available on every platform,” he added.
Why the CMA is concerned
In its merger review published Wednesday, the CMA said that it was concerned Microsoft’s dominance of cloud gaming could hurt competition in that particular market.
“Allowing Microsoft to take such a strong position in the cloud gaming market just as it begins to grow rapidly would risk undermining the innovation that is crucial to the development of these opportunities,” the CMA said in a press release Wednesday.
Microsoft takes up 60-70% of the overall cloud gaming market, according to the regulator.
The CMA — in addition to other regulators and rivals like Sony — fear that Microsoft could in future withhold its blockbuster Call of Duty, Warcraft and Diablo titles from other cloud gaming platforms.
Call of Duty is Activision Blizzard’s crown jewel, selling huge numbers every year. Its Warzone battle royale multiplayer mode alone was played by more than 6 million people in the first 24 hours of its release.
That makes it an extremely attractive asset for a company like Microsoft. Think of it like Nintendo announcing it was going to buy Electronic Arts, and it had a subscription service you could pay $10 a month for to play every new FIFA soccer game the day it came out.
In addition to Xbox, Microsoft also owns Azure, the cloud computing platform, which is used by thousands of companies for their data storage and computing power needs.
“While Microsoft has formed partnerships with third party cloud gaming providers to bring select ABK titles to their services, this does not necessarily mean these companies will be receiving unrestricted access to those games by default,” analyst firm Omdia said in emailed comments to CNBC.
“There will still be licensing terms, fees and conditions that operators have to pay – fees which Microsoft will have absorbed in a different way as part of the acquisition itself.”
“Microsoft also owns the Azure infrastructure that powers Xbox Cloud Gaming and other third party cloud services, who will be paying for every minute and every user provided by the Azure backend,” Omdia added.
“This should ensure that ten years down the line – when cloud gaming has a much larger addressable market – Microsoft will face lower operating costs than competing services.”
Cloud gaming isn’t perfect
Ultimately though, cloud gaming is still in its infancy. The technology requires a strong internet connection to function well, otherwise gamers face drops in performance and latency issues.
Shooters and fighting games are particularly demanding in terms of responsiveness.
Google notably killed its cloud gaming service, Google Stadia, in September only three years after launching it following struggles to find the right product-market fit for the platform.
Cloud gaming also isn’t a huge market. Cloud-enabled gaming services generated $5.1 billion of revenue in 2022, according to data from Omdia, less than 15% of the $35 billion made by console game sales.
But the CMA’s worry is that Microsoft could throttle the industry going forward as it becomes a more mass market technology. Cloud gaming revenues tripled in 2022 year-on-year, according to the CMA.
“What the CMA is doing is taking a forward-looking view on the matter, taking into account concerns of where cloud gaming lands in the future, relative to its small size today,” Omdia said.
“Our projection is that cloud gaming is growing rapidly, with revenue more than doubling by 2026.”
Elon Musk on Monday said he does not support a merger between xAI and Tesla, as questions swirl over the future relationship of the electric automaker and artificial intelligence company.
X account @BullStreetBets_ posted an open question to Tesla investors on the social media site asking if they support a merger between Tesla and xAI. Musk responded with “No.”
The statement comes as the tech billionaire contemplates the future relationship between his multiple businesses.
Overnight, Musk suggested that Tesla will hold a shareholder vote at an unspecified time on whether the automaker should invest in xAI, the billionaire’s company that develops the controversial Grok AI chatbot.
Last year, Musk asked his followers in an poll on social media platform X whether Tesla should invest $5 billion into xAI. The majority voted “yes” at the time.
Musk has looked to bring his various businesses closer together. In March, Musk merged xAI and X together in a deal that valued the artificial intelligence company at $80 billion and the social media company at $33 billion.
Musk also said last week that xAI’s chatbot Grok will be available in Tesla vehicles. The chatbot has come under criticism recently, after praising Adolf Hitler and posting a barrage of antisemitic comments.
— CNBC’s Samantha Subin contributed to this report.
Coincidentally, OpenAI CEO Sam Altman announced early Saturday that there would be an indefinite delay of its first open-source model yet again due to safety concerns. OpenAI did not immediately respond to a CNBC request for comment on Kimi K2.
In its release announcement on social media platforms X and GitHub, Moonshot claimed Kimi K2 surpassed Claude Opus 4 on two benchmarks, and had better overall performance than OpenAI’s coding-focused GPT-4.1 model, based on several industry metrics.
“No doubt [Kimi K2 is] a globally competitive model, and it’s open sourced,” Wei Sun, principal analyst in artificial intelligence at Counterpoint, said in an email Monday.
Cheaper option
“On top of that, it has lower token costs, making it attractive for large-scale or budget-sensitive deployments,” she said.
The new K2 model is available via Kimi’s app and browser interface for free unlike ChatGPT or Claude, which charge monthly subscriptions for their latest AI models.
Kimi is also only charging 15 cents for every 1 million input tokens, and $2.50 per 1 million output tokens, according to its website. Tokens are a way of measuring data for AI model processing.
In contrast, Claude Opus 4 charges 100 times more for input — $15 per million tokens — and 30 times more for output — $75 per million tokens. Meanwhile, for every one million tokens, GPT-4.1 charges $2 for input and $8 for output.
Moonshot AI said on GitHub that developers can use K2 however they wish, with the only requirement that they display “Kimi K2” on the user interface if the commercial product or service has more than 100 million monthly active users, or makes the equivalent of $20 million in monthly revenue.
Hot AI market
Initial reviews of K2 on both English and Chinese social media have largely been positive, although there are some reports of hallucinations, a prevalent issue in generative AI, in which the models make up information.
Still, K2 is “the first model I feel comfortable using in production since Claude 3.5 Sonnet,” Pietro Schirano, founder of startup MagicPath that offers AI tools for design, said in a post on X.
Moonshot has open sourced some of its prior AI models. The company’s chatbot surged in popularity early last year as China’s alternative to ChatGPT, which isn’t officially available in the country. But similar chatbots from ByteDance and Tencent have since crowded the market, while tech giant Baidu has revamped its core search engine with AI tools.
Kimi’s latest AI release comes as investors eye Chinese alternatives to U.S. tech in the global AI competition.
Still, despite the excitement about DeepSeek, the privately-held company has yet to announce a major upgrade to its R1 and V3 model. Meanwhile, Manus AI, a Chinese startup that emerged earlier this year as another DeepSeek-type upstart, has relocated its headquarters to Singapore.
Over in the U.S., OpenAI also has yet to reveal GPT-5.
Work on GPT-5 may be taking up engineering resources, preventing OpenAI from progressing on its open-source model, Counterpoint’s Sun said, adding that it’s challenging to release a powerful open-source model without undermining the competitive advantage of a proprietary model.
“Kimi-Researcher represents a paradigm shift in agentic AI,” said Winston Ma, adjunct professor at NYU School of Law. He was referring to AI’s capability of simultaneously making several decisions on its own to complete a complex task.
“Instead of merely generating fluent responses, it demonstrates autonomous reasoning at an expert level — the kind of complex cognitive work previously missing from LLMs,” Ma said. He is also author of “The Digital War: How China’s Tech Power Shapes the Future of AI, Blockchain and Cyberspace.”
Co-founder and chief executive officer of Nvidia Corp., Jensen Huang attends the 9th edition of the VivaTech trade show in Paris on June 11, 2025.
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Nvidia CEO Jensen Huang has downplayed U.S. fears that his firm’s chips will aid the Chinese military, days ahead of another trip to the country as he attempts to walk a tightrope between Washington and Beijing.
In an interview with CNN aired Sunday, Huang said “we don’t have to worry about” China’s military using U.S.-made technology because “they simply can’t rely on it.”
“It could be limited at any time; not to mention, there’s plenty of computing capacity in China already,” Huang said. “They don’t need Nvidia’s chips, certainly, or American tech stacks in order to build their military,” he added.
The comments were made in reference to years of bipartisan U.S. policy that placed restrictions on semiconductor companies, prohibiting them from selling their most advanced artificial intelligence chips to clients in China.
Huang also repeated past criticisms of the policies, arguing that the tactic of export controls has been counterproductive to the ultimate goal of U.S. tech leadership.
“We want the American tech stack to be the global standard … in order for us to do that, we have to be in search of all the AI developers in the world,” Huang said, adding that half of the world’s AI developers are in China.
That means for America to be an AI leader, U.S. technology has to be available to all markets, including China, he added.
Washington’s latest restrictions on Nvidia’s sales to China were implemented in April and are expected to result in billions in losses for the company. In May, Huang said chip restrictions had already cut Nvidia’s China market share nearly in half.
Last week, the Nvidia CEO met with U.S. President Donald Trump, and was warned by U.S. lawmakers not to meet with companies connected to China’s military or intelligence bodies, or entities named on America’s restricted export list.
According to Daniel Newman, CEO of tech advisory firm The Futurum Group, Huang’s CNN interview exemplifies how Huang has been threading a needle between Washington and Beijing as it tries to maintain maximum market access.
“He needs to walk a proverbial tightrope to make sure that he doesn’t rattle the Trump administration,” Newman said, adding that he also wants to be in a position for China to invest in Nvidia technology if and when the policy provides a better climate to do so.
But that’s not to say that his downplaying of Washington’s concerns is valid, according to Newman. “I think it’s hard to completely accept the idea that China couldn’t use Nvidia’s most advanced technologies for military use.”
He added that he would expect Nvidia’s technology to be at the core of any country’s AI training, including for use in the development of advanced weaponry.
A U.S. official told Reuters last month that China’s large language model startup DeepSeek — which says it used Nvidia chips to train its models — was supporting China’s military and intelligence operations.
On Sunday, Huang acknowledged there were concerns about DeepSeek’s open-source R1 reasoning model being trained in China but said that there was no evidence that it presents dangers for that reason alone.
Huang complimented the R1 reasoning model, calling it “revolutionary,” and said its open-source nature has empowered startup companies, new industries, and countries to be able to engage in AI.
“The fact of the matter is, [China and the U.S.] are competitors, but we are highly interdependent, and to the extent that we can compete and both aspire to win, it is fine to respect our competitors,” he concluded.