The Microsoft acquisition of Activision Blizzard became a massive meme subject starting in early 2022 when the $68.7 billion deal was first announced. Internet users quickly began creating content depicting Xbox boss Phil Spencer as an unstoppable force 'collecting' game studios like Infinity Stones. Common themes include the rivalry with Sony's PlayStation, the fate of franchises like Call of Duty and World of Warcraft, and the regulatory hurdles faced by the deal. The meme is used to comment on corporate consolidation, the 'console wars,' and the future of Game Pass, often using templates that show one large entity absorbing others or a powerful character looming over the industry.