Microsoft on edelleen työn touhussa ostamassa Activision Blizzardia itselleen. Tästä huolimatta Call of Duty näyttää säilyvän monialustapelinä ainakin toistaiseksi. Entinen Playstation-pomo Jack Tretton on kuitenkin sitä mieltä, että jos Microsoft olisi ostanut Activision Blizzardin vuosikymmen sitten, olisi Call of Dutysta tehty yksinoikeudellinen pelisarja välittömästi. Tretton kertoi aatoksiaan Game Informerille. Tretton huomioi, että peliala on muuttunut ja kasvanut. Firmat ovat huomanneet, ettei niiden tarvitse enää menestyäkseen hankaloittaa toistensa liiketoimintaa.
"I think when I was back at Sony and we were trying to establish the PlayStation brand, and Xbox came out and we were trying to compete with such a formidable company like Microsoft, it was very much 'win at the expense of the competition, counter what they're doing, block what they're doing', but I think companies have grown so big now that it's not like that anymore."
Firmat näkevät siis bisneksen nykyisin toisin, ja jopa auttavat toisiaan kasvamaan.
"The competition in the video game industry is not Nintendo versus Sony versus Xbox. It's video games as a form of entertainment versus watching TV, going to concerts, whatever other forms of entertainment you have. So the video game industry is competing for people's time and thought power, and the more good entertainment experiences there are, the more people in the video game industry and people who enjoy playing video games have to choose from."