Activision has important gaming franchises, like Call of Duty, Candy Crush, Warcraft and Tony Hawk. With this purchase, Microsoft will be the third biggest gaming firm in the world, controlling the X-Box console platform and a lot of game development and intellectual property (as well as Activision's in-game advertising business line ). The key strategic rationale behind this deal is to build up a walled garden for Microsoft's gaming division, which runs a Netflix-style subscription service called Game Pass.