{"id":4896,"date":"2023-10-13T17:28:55","date_gmt":"2023-10-13T14:28:55","guid":{"rendered":"https:\/\/datakapital.com\/blog\/?p=4896"},"modified":"2025-08-18T17:35:00","modified_gmt":"2025-08-18T14:35:00","slug":"microsoft-blizzardi-69-milyar-dolara-satin-aldi","status":"publish","type":"post","link":"https:\/\/datakapital.com\/blog\/microsoft-blizzardi-69-milyar-dolara-satin-aldi\/","title":{"rendered":"Microsoft Blizzard\u2019\u0131 69 Milyar Dolara Sat\u0131n Ald\u0131"},"content":{"rendered":"

Microsoft Blizzard<\/strong>‘\u0131 sat\u0131n ald\u0131. Y\u0131l\u0131n \u015fu ana kadar en y\u00fcksek has\u0131lat yapan filmi olan “[Top Gun: Maverick] ilk ay\u0131nda 1 milyar dolar has\u0131lat elde etti. En b\u00fcy\u00fck oyun olan “Call of Duty: Modern Warfare II” ise ayn\u0131 miktar\u0131 sadece on g\u00fcnde elde etti. 2020’de video oyunu harcamalar\u0131n\u0131n neredeyse d\u00f6rtte bir oran\u0131nda artt\u0131\u011f\u0131 pandeminin de etkisiyle, oyun end\u00fcstrisi<\/a> bu y\u0131l d\u00fcnya \u00e7ap\u0131nda 170 milyar dolardan daha fazla gelir elde edecek ve bu rakam k\u00fcresel gi\u015fe has\u0131lat\u0131n\u0131n yakla\u015f\u0131k be\u015f kat\u0131 olacak.<\/p>\n

Oyun sekt\u00f6r\u00fcn\u00fcn b\u00fcy\u00fcmesi d\u00fczenleyicilerin de dikkatini \u00e7ekiyor. Microsoft, Xbox konsolunu \u00fcreten \u015firket, “Call of Duty” serisi dahil olmak \u00fczere oyunlar\u0131n yay\u0131nc\u0131s\u0131 Activision Blizzard’\u0131 69 milyar dolara sat\u0131n alma konusunda anla\u015fmaya vard\u0131. Bu anla\u015fma, Microsoft’un tarihindeki ve oyun end\u00fcstrisindeki a\u00e7\u0131k ara en b\u00fcy\u00fck sat\u0131n alma anla\u015fmas\u0131.<\/p>\n

\"Blizzard<\/p>\n

Trustbusters’\u0131n \u00f6ncelikli endi\u015fesi konsol pazar\u0131d\u0131r. Yirmi y\u0131ld\u0131r Sony ve Nintendo, tedarik zinciri sorunlar\u0131na ra\u011fmen “konsol sava\u015flar\u0131”nda \u00fcst\u00fcnl\u00fc\u011f\u00fc ele ge\u00e7irmi\u015flerdir. \u00d6zellikle, Sony’nin en yeni PlayStation’\u0131n\u0131n sat\u0131\u015flar\u0131n\u0131 etkileyen sorunlar ya\u015fanm\u0131\u015ft\u0131r.<\/p>\n

Bununla birlikte, Sony, Microsoft’un “Call of Duty”yi Xbox’a \u00f6zel hale getirmesi durumunda, oyuncular\u0131n PlayStation’\u0131 terk edebilece\u011fi konusunda endi\u015fe duyuyor. MIDiA Research adl\u0131 bir veri firmas\u0131na g\u00f6re, PlayStation sahiplerinin yakla\u015f\u0131k %45’i bu oyunu oynuyor.<\/p>\n

Sony’nin \u015fikayeti biraz zengin g\u00f6r\u00fcn\u00fcyor. Omdia adl\u0131 bir ara\u015ft\u0131rma \u015firketinden George Jijiashvili, Sony’nin “Uncharted” ve “God of War” gibi PlayStation oyunlar\u0131n\u0131 Xbox’tan uzak tuttu\u011funu belirterek, “Konsol oyuncular\u0131n\u0131n hi\u00e7biri m\u00fcnhas\u0131rl\u0131k konusunda vaaz verecek konumda de\u011fil” diyor.<\/p>\n

Microsoft, “Call of Duty”nin y\u0131lda y\u00fcz milyonlarca dolar kazand\u0131\u011f\u0131 ve PlayStation’da kalmas\u0131n\u0131n “i\u015flem maliyetlerinden dolay\u0131 ticari bir zorunluluk” oldu\u011funu belirtiyor. Bu ay\u0131n ba\u015flar\u0131nda, Sony’ye platformda “Call of Duty”yi tutmas\u0131 i\u00e7in on y\u0131ll\u0131k bir anla\u015fma teklif etti. Xbox’\u0131n ba\u015f\u0131nda olan Phil Spencer daha sonra Verge<\/em> adl\u0131 \u00e7evrimi\u00e7i bir yay\u0131nda PlayStation’\u0131n sadece “serinin bir sonraki oyununu de\u011fil, bir sonraki, bir sonraki, bir sonraki, bir sonraki” oyununu alaca\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n

B\u00f6yle g\u00fcvenceler eskiden yeterli olabilirdi. Art\u0131k \u00f6yle de\u011fil. Resmiyeti karma\u015f\u0131kla\u015ft\u0131ran iki \u015fey var.<\/p>\n

Bunlardan biri d\u00fczenleyici havan\u0131n de\u011fi\u015fmesi. Microsoft’un i\u00e7indekiler, birka\u00e7 y\u0131l \u00f6ncesine kadar Activision anla\u015fmas\u0131n\u0131n sorunsuz ge\u00e7ece\u011finden yak\u0131n\u0131yorlard\u0131. Ancak son zamanlarda, rekabet denet\u00e7ileri b\u00fcy\u00fck teknoloji \u015firketlerinin a\u00e7g\u00f6zl\u00fc b\u00fcy\u00fcmelerinden endi\u015fe duymaya ba\u015flad\u0131lar. (Ge\u00e7en y\u0131l Microsoft, Apple’dan sonra piyasa de\u011feri a\u00e7\u0131s\u0131ndan 2 trilyon dolar s\u0131n\u0131r\u0131n\u0131 a\u015fan ikinci \u015firket oldu). Ge\u00e7en y\u0131l atanan yeni ba\u015fkan Lina Khan y\u00f6netiminde FTC, Amazon, Meta ve di\u011ferlerine y\u00f6nelik soru\u015fturmalar ba\u015flatt\u0131. Eyl\u00fcl ay\u0131nda Avrupal\u0131 yarg\u0131\u00e7lar, mobil i\u015fletim sistemlerindeki pazar g\u00fcc\u00fcn\u00fc k\u00f6t\u00fcye kulland\u0131\u011f\u0131 gerek\u00e7esiyle Google’a verilen 4 milyar dolardan fazla para cezas\u0131n\u0131 onad\u0131.<\/p>\n

Brexit’in etkisiyle g\u00fc\u00e7lenen ve kadrosunu geni\u015fleten \u0130ngiltere Rekabet ve Piyasa Otoritesi (CMA), anti-trust arenas\u0131nda beklenmedik bir \u00f6nem kazanan akt\u00f6r olarak ortaya \u00e7\u0131km\u0131\u015ft\u0131r. CMA, Google ve Meta’n\u0131n reklam platformlar\u0131n\u0131, Amazon’un pazar yerini ve Apple ile Google’\u0131n mobil taray\u0131c\u0131lar\u0131n\u0131 inceleme alt\u0131na alm\u0131\u015ft\u0131r. Ge\u00e7en ay, CMA, Meta’n\u0131n Giphy adl\u0131 bir meme platformunu sat\u0131n almas\u0131n\u0131 geri \u00e7ekmesi i\u00e7in talimat verdi, ki bu anla\u015fman\u0131n bir sorun te\u015fkil etti\u011fi d\u00fc\u015f\u00fcn\u00fclmemi\u015fti. CMA, \u015firketlere “davran\u0131\u015fsal” \u00e7\u00f6z\u00fcmler yerine, i\u015flerinin baz\u0131 b\u00f6l\u00fcmlerini satmaya zorlamak gibi “yap\u0131sal” \u00f6nlemler uygulamay\u0131 tercih etti\u011fini a\u00e7\u0131klad\u0131. Bu durum, “Call of Duty” kullan\u0131m\u0131na ili\u015fkin k\u0131s\u0131tlamalar\u0131 kabul etmeye istekli g\u00f6r\u00fcnen ancak oyunu tamamen b\u0131rakmak istemeyen Microsoft’u endi\u015felendirmektedir.<\/p>\n

\u0130kinci bir zorluk ise oyun pazar\u0131ndaki de\u011fi\u015fimdir. Microsoft, kendi zay\u0131f konumunu kullanmaktad\u0131r:<\/a> CMA’ya g\u00f6re “konsolda sonuncu, PC’de yedinci ve mobilde hi\u00e7bir yerde”. Bununla birlikte, geli\u015fmekte olan oyun abonelikleri i\u015finde liderli\u011fi ele ge\u00e7irmi\u015ftir ve hala yeni olan, aksiyonun Netflix tarz\u0131 bulut tabanl\u0131 oyunlarda iyi bir konuma sahiptir. Ampere Analysis adl\u0131 ba\u015fka bir ara\u015ft\u0131rma \u015firketine g\u00f6re, Microsoft, abonelik pazar\u0131n\u0131n %41’ini olu\u015fturarak Sony’nin %30’unu ve Nintendo’nun %10’unu geride b\u0131rakm\u0131\u015ft\u0131r. Oyun k\u00fct\u00fcphanelerine sahip abonelik hizmetleri aras\u0131nda (\u00f6rne\u011fin, \u00e7ok oyunculu oyunlara adanm\u0131\u015f olanlardan farkl\u0131 olarak) Microsoft’un Game Pass hizmeti %57’lik bir pazar pay\u0131na sahiptir.<\/p>\n

Microsoft’un k\u00fct\u00fcphanesine “Call of Duty”nin eklenmesi, oyunun PlayStation’da bulunmaya devam etmesinden ba\u011f\u0131ms\u0131z olarak Game Pass’i daha da cazip hale getirecektir. Ger\u00e7ekten de, Bay Jijiashvili’nin belirtti\u011fi gibi, “Bu oyun ba\u015fka bir yerde 60 dolara sat\u0131l\u0131rken Game Pass’i daha da de\u011ferli k\u0131lacakt\u0131r.\u201d<\/p>\n

Microsoft\u2019un Activision Blizzard\u2019\u0131 sat\u0131n alma giri\u015fimi, yaln\u0131zca bir konsol sava\u015f\u0131 meselesi de\u011fil, ayn\u0131 zamanda dijital platform ekonomisinin gelece\u011fine ili\u015fkin bir d\u00f6n\u00fcm noktas\u0131 olarak de\u011ferlendirilebilir. \u00c7\u00fcnk\u00fc bu anla\u015fma, teknoloji \u015firketlerinin rekabeti art\u0131k yaln\u0131zca donan\u0131m ve tekil oyun sat\u0131\u015flar\u0131yla de\u011fil, ayn\u0131 zamanda ekosistemlerin kapal\u0131 yap\u0131lar\u0131 ve abonelik modelleri \u00fczerinden y\u00fcr\u00fctt\u00fcklerini g\u00f6steriyor. \u00d6zellikle bulut tabanl\u0131 oyun teknolojilerinin ve dijital i\u00e7erik k\u00fct\u00fcphanelerinin \u00f6ne \u00e7\u0131kmas\u0131, d\u00fczenleyicilerin daha \u00f6nce yeterince dikkate almad\u0131\u011f\u0131 alanlarda yeni denetim ihtiya\u00e7lar\u0131n\u0131 g\u00fcndeme getirmektedir.<\/p>\n

Bu ba\u011flamda, d\u00fczenleyici kurumlar\u0131n \u201cyap\u0131sal\u201d \u00e7\u00f6z\u00fcmleri tercih etmeleri dikkat \u00e7ekicidir. Geleneksel olarak davran\u0131\u015fsal \u00e7\u00f6z\u00fcmler, \u00f6rne\u011fin bir oyunu di\u011fer platformlarda da eri\u015filebilir k\u0131lma taahh\u00fcd\u00fc yeterli g\u00f6r\u00fcl\u00fcrken, art\u0131k bu taahh\u00fctler yetersiz bulunmaktad\u0131r. Bunun yerine, sat\u0131n alma sonras\u0131 \u015firketlerin belirli i\u015f kollar\u0131n\u0131 satmalar\u0131 veya piyasadan tamamen \u00e7ekilmeleri y\u00f6n\u00fcnde bask\u0131lar artmaktad\u0131r. Microsoft\u2019un \u201cCall of Duty\u201d gibi k\u00fcresel \u00f6l\u00e7ekte milyonlarca oyuncuya ula\u015fan bir markay\u0131 Game Pass\u2019e dahil etmesi, yaln\u0131zca konsol pazar\u0131n\u0131 de\u011fil, ayn\u0131 zamanda i\u00e7erik \u00fcretim zincirini de yeniden \u015fekillendirebilir.<\/p>\n

Sonu\u00e7ta, oyun end\u00fcstrisinin toplam gelir b\u00fcy\u00fckl\u00fc\u011f\u00fc art\u0131k sinema end\u00fcstrisinin birka\u00e7 kat\u0131na ula\u015fm\u0131\u015f durumda ve bu durum, rekabet otoritelerinin oyun pazar\u0131n\u0131 stratejik bir alan olarak g\u00f6rmelerine yol a\u00e7\u0131yor. Microsoft\u2013Blizzard birle\u015fmesi, yaln\u0131zca bir \u015firket evlili\u011fi de\u011fil, k\u00fcresel \u00f6l\u00e7ekte dijital e\u011flence pazar\u0131n\u0131n yap\u0131sal d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc temsil ediyor. \u00d6n\u00fcm\u00fczdeki y\u0131llarda, oyun pazar\u0131ndaki rekabetin belirleyici ekseninin donan\u0131m \u00fcst\u00fcnl\u00fc\u011f\u00fcnden \u00e7ok i\u00e7erik, eri\u015fim ve abonelik modelleri \u00fczerine kayaca\u011f\u0131 anla\u015f\u0131lmaktad\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"

Microsoft Blizzard‘\u0131 sat\u0131n ald\u0131. Y\u0131l\u0131n \u015fu ana kadar en y\u00fcksek has\u0131lat yapan filmi olan “[Top Gun: Maverick] ilk ay\u0131nda 1 milyar dolar has\u0131lat elde etti. En b\u00fcy\u00fck oyun olan “Call of Duty: Modern Warfare II” ise ayn\u0131 miktar\u0131 sadece on g\u00fcnde elde etti. 2020’de video oyunu harcamalar\u0131n\u0131n neredeyse d\u00f6rtte bir oran\u0131nda artt\u0131\u011f\u0131 pandeminin de etkisiyle,<\/p>\n","protected":false},"author":9,"featured_media":4899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,48],"tags":[465,464,271,466],"class_list":{"0":"post-4896","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-jeoekonomik-makro-veriler","8":"category-kuresel-trendler","9":"tag-activision","10":"tag-blizzard","11":"tag-microsoft","12":"tag-satin-alma"},"better_featured_image":{"id":4899,"alt_text":"","caption":"","description":"","media_type":"image","media_details":{"width":2560,"height":1700,"file":"2023\/10\/Microsoft-Blizzardi-Satin-Aldi-scaled.jpg","filesize":424150,"sizes":{"medium":{"file":"Microsoft-Blizzardi-Satin-Aldi-300x199.jpg","width":300,"height":199,"mime-type":"image\/jpeg","filesize":14713,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-300x199.jpg"},"large":{"file":"Microsoft-Blizzardi-Satin-Aldi-1024x680.jpg","width":1024,"height":680,"mime-type":"image\/jpeg","filesize":99622,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-1024x680.jpg"},"thumbnail":{"file":"Microsoft-Blizzardi-Satin-Aldi-150x150.jpg","width":150,"height":150,"mime-type":"image\/jpeg","filesize":7962,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-150x150.jpg"},"medium_large":{"file":"Microsoft-Blizzardi-Satin-Aldi-768x510.jpg","width":768,"height":510,"mime-type":"image\/jpeg","filesize":62666,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-768x510.jpg"},"1536x1536":{"file":"Microsoft-Blizzardi-Satin-Aldi-1536x1020.jpg","width":1536,"height":1020,"mime-type":"image\/jpeg","filesize":190190,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-1536x1020.jpg"},"2048x2048":{"file":"Microsoft-Blizzardi-Satin-Aldi-2048x1360.jpg","width":2048,"height":1360,"mime-type":"image\/jpeg","filesize":298674,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-2048x1360.jpg"},"bunyad-small":{"file":"Microsoft-Blizzardi-Satin-Aldi-150x100.jpg","width":150,"height":100,"mime-type":"image\/jpeg","filesize":6850,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-150x100.jpg"},"bunyad-medium":{"file":"Microsoft-Blizzardi-Satin-Aldi-450x299.jpg","width":450,"height":299,"mime-type":"image\/jpeg","filesize":27124,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-450x299.jpg"},"bunyad-full":{"file":"Microsoft-Blizzardi-Satin-Aldi-1200x797.jpg","width":1200,"height":797,"mime-type":"image\/jpeg","filesize":128824,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-1200x797.jpg"},"bunyad-viewport":{"file":"Microsoft-Blizzardi-Satin-Aldi-2048x1360.jpg","width":2048,"height":1360,"mime-type":"image\/jpeg","filesize":298674,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-2048x1360.jpg"},"bunyad-768":{"file":"Microsoft-Blizzardi-Satin-Aldi-768x510.jpg","width":768,"height":510,"mime-type":"image\/jpeg","filesize":62666,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-768x510.jpg"}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0","keywords":[]},"original_image":"Microsoft-Blizzardi-Satin-Aldi.jpg"},"post":4896,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/10\/Microsoft-Blizzardi-Satin-Aldi-scaled.jpg"},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4896","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/comments?post=4896"}],"version-history":[{"count":3,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4896\/revisions"}],"predecessor-version":[{"id":5562,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4896\/revisions\/5562"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media\/4899"}],"wp:attachment":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media?parent=4896"}],"wp:term":[{"taxonomy":"category","embeddable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