Microsoft's quest to buy Activision is still at the forefront of Call of Duty

Microsoft's quest to buy Activision is still at the forefront of Call of Duty ...

The battle between Sony and Microsoft over the Xbox makers' acquisition of Activision Blizzard continued on Thursday, with both companies echanging statements about Microsoft's promise to keep Call of Duty on PlayStation.

The public backlash took place just as rumors suggest that the European Union will increase its scrutiny of Microsofts agreement. Earlier, U.K. regulators said they would look closely into the agreement, because they fear it might impede competition unfairly. Now, according to a Financial Times report, the EU is also considering a larger, more formal investigation.

Sony praised the European Union's position in a statement to GamesIndustry.biz on Thursday. This would have significant negative consequences for gamers and the gaming industry, according to the company.

Microsoft responded eloquently, saying, "It makes no business sense" for Microsoft to remove Call of Duty from PlayStation, given its market leading console position.

The comparison to Microsoft as the leading console company is quite new. Microsofts messaging strategy appears to be to present itself as the smaller market player, making its acquisition of Activision a threat to Sony or wider competition. Of course, the statement leaves open the possibility of what would happen if Sony were not the leading console presence.

Despite all of this effort, the transaction is still in jeopardy until EU, UK, and United States experts have had a chance to examine the two companies and the marketplace and either approve the purchase or make a set of concessions for Microsoft to accept.

With Call of Duty: Modern Warfare 2 and Warzone 2.0, the franchises' Call of Duty Next streaming event took place on Thursday, and are scheduled to be released later this year.