LONDON (AP) — British regulators on Wednesday blocked Microsoft’s $69 billion buy of online game maker Activision Blizzard, thwarting the largest tech deal in historical past over worries that it might stifle competitors within the fast-growing cloud gaming market.

The Competition and Markets Authority mentioned in its ultimate report that “the only effective remedy” to the substantial lack of competitors “is to prohibit the Merger.” The corporations have vowed to enchantment.

The all-cash deal confronted stiff opposition from rival Sony and was additionally being scrutinized by regulators within the U.S. and Europe over fears that it might give Microsoft management of well-liked recreation franchises like Call of Duty, World of Warcraft and Candy Crush.

The U.Ok. watchdog’s considerations centered on how the deal would have an effect on competitors in cloud gaming, which entails streaming video games to tablets, telephones and different units. That frees gamers from the necessity to purchase costly consoles and gaming computer systems.

Cloud gaming has the potential to vary the trade by giving individuals extra selection over how and the place they play, mentioned Martin Colman, chair of the Competition and Markets Authority’s impartial skilled panel investigating the deal.

“This means that it is vital that we protect competition in this emerging and exciting market,” he mentioned.

Microsoft mentioned it was upset and signaled it wasn’t prepared to surrender.

“We remain fully committed to this acquisition and will appeal,” President Brad Smith mentioned in an announcement. He mentioned the watchdog’s determination “rejects a pragmatic path to address competition concerns” and discourages tech innovation and funding within the United Kingdom.

“We’re especially disappointed that after lengthy deliberations, this decision appears to reflect a flawed understanding of this market and the way the relevant cloud technology actually works,” Smith mentioned.

Activision additionally fired again, saying it might “work aggressively with Microsoft to reverse this on appeal.”

Regulators had dropped considerations final month that the deal would damage console gaming, saying it wouldn’t profit Microsoft to make Call of Duty unique to its Xbox console.

The watchdog mentioned Wednesday that it reviewed Microsoft’s proposals to ease competitors considerations “in considerable depth” however discovered these options would require its oversight, whereas stopping the merger would permit cloud gaming to develop with out intervention.

Microsoft already has a powerful place within the cloud computing market and regulators concluded that if the deal went by means of, it might reinforce the corporate’s benefit by giving it management of key recreation titles.

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