Depending on which side you’re on, tech giant Microsoft is either the hero fighting to bring some of the most popular video games to more people, or the villain on the brink of killing competition in the sector.

Axar.az reports the Xbox-owner has embarked on a campaign to convince all three EU, UK and US regulators to back its $69 billion bid to take over Activision Blizzard, owner of hit games “Candy Crush” and “Call Of Duty”.

The effort to create the world’s third largest gaming company by revenue was launched last year but the company must now address concerns from all three regulators that if it takes control of such market-leading games it could stifle competition.

Sony, which produces the bestselling PlayStation console, says the deal will give Microsoft the power to limit rivals’ access to the popular franchise. Microsoft argues it would not make financial sense for it to do so.