While Call of Duty was seen as a main motivation for MIcrosoft's proposed $68.7 billion buyout of Activision Blizzard King, that was only part of the formula; indeed the $31 billion+ franchise is a powerhouse, but producing Call of Duty titles is exponentially costly and requires lots of man-hours and investment. King, on the other hand, is able to deliver Candy Crush to millions of people across the globe and generate billions of dollars in revenue every year through the sheer power of its adtech and monetization know-how.