London CNN — The UK antitrust regulator has blocked Microsoft’s $69 billion purchase of Activision Blizzard, thwarting one of the tech industry’s biggest deals over concerns it will stifle competition in cloud gaming. The Competition and Markets Authority said in a statement Wednesday that it was worried the The deal would lead to “reduced innovation and less choice for UK gamers over the years to come.” The acquisition would make Microsoft (MSFT) “even stronger” in cloud gaming, a market in which it already holds a 60%-70% share Globally, the regulator added. Activision Blizzard is one of the world’s biggest video game developers, producing games such as “Call of Duty,” “World of Warcraft,” “Diablo” and “Overwatch.” Microsoft, which sells the Xbox gaming console , Offers a Video Game Subscript Service Called Xbox Game Pass, as well as a cloud-back video game streaming service. TION BY ANTITRUST Regulators Worldwide. In December, The US Federal Trade Commission Sued To block the takeover over similas competition concesss. A hearing is scheduled for August. The Europan union is alnsament microsoft cores MES EXClusive to its Own Platforms and then Increase the Cost of a Game Pass Subscription, the Competition and and Markets Authority said. “The cloud allows UK gamers to avoid buying expensive gaming consoles and PCs and gives them much more flexibility and choice as to how they play. Allowing Microsoft to take such a strong position in the cloud gaming market just as it begins to GROW RAPIDLY WOOLD RISK UNDERMING The Innovation that is Crucial to the Development of the Opportunities, “The Evidence Available … Indicates that, ABSEINGTES that, ABSEINGES that, ABSEATES that, ABST ISION WOULD Start Plaviding Games Via Cloud Platforms in the Foreseeable Future. “Both Companies Plan to appeal the decision. “Alongside Microsoft, we can and will contest this decision, and we’ve already begun the work to appeal to the UK Competition Appeals Tribunal,” Activision Blizzard CEO Bobby Kotick said in a statement. Microsoft President Brad Smith added : “This Decision Appears to Reflect a Flawed UNDERSTANDINGINGINGINGINGINGINGINGITARERTERELERERERERERERAREREAAOAOOROAOROAAOAOOAOAOOOAOAOAOOAOAOsedationationationationationationationationationationationation wayationationctation wayct wayered wayerederederedsssssssssssssssssssssssssssssssssssteangteang ,angangangangang,, Eang E, E ,E to,,,, has? Relevant? n in-depth review of the blockbuster deal in sectionmber, Said Microsoft’s concerns had “significant shortcomings.” “Their proposals… would have replaced competition with ineffective regulation in a new and dynamic market,” explained Martin Coleman, chair of the independent panel of experts conducting the investigation. “Microsoft already enjoys a powerful position and head start over other competitors in cloud gaming, and this deal would strengthen that advantage, giving it the ability to undermine new and innovative competitors,” Coleman continued. “Cloud gaming needs a free, competitive market to drive innovation and choice.” The UK cloud The gaming market is expected to be worth up to £1 billion ($1.2 billion) by 2026, around 9% of the global market, according to the Competition and Markets Authority. — Josh du Lac and Brian Fung contributed reporting.