For the final 4 years, What’s Brian Roberts going to purchase has been a perennial parlor recreation query among the many Solar Valley set. It began in 2018, when the Comcast-NBCUniversal chief tried and did not intercept Bob Iger‘s takeover of the Fox leisure belongings and settled for Sky, as a substitute. The query got here up once more final yr, when David Zaslav masterfully executed his stealth merger with WarnerMedia. The previous Time Warner media belongings, in spite of everything, would have been a boon to NBCUniversal, serving to them compete extra aggressively with Netflix, Disney, et al. And the query got here up once more this yr after Microsoft C.E.O. Satya Nadella agreed to pay $69 billion for Activision Blizzard, an asset that might have supplied NBCU with a large infusion of recent I.P. and instant entry into the extremely profitable gaming area.

Whether or not Roberts was too cautious, too late, too troublesome, or too sensible to land any of those is a matter of debate. He tried laborious for Fox and is alleged to have needed WarnerMedia. Whether or not or not he needed to pursue Activision, he actually by no means obtained round to having severe conversations about it. Regardless of the case, the query stands, and stays as urgent as ever—particularly as Peacock, NBCUniversal’s streaming play, languishes behind its opponents. Although Roberts has stated that NBCUniversal doesn’t want mergers and acquisitions to realize scale, the traditional knowledge amongst lots of his friends and opponents, in addition to amongst a substantial set of traders and analysts, is that, as a matter of truth, everybody does. Furthermore, the Roberts household has historically been among the many most acquisitive within the enterprise. 

Again in January, after information of the Microsoft-Activision deal broke, I famous that Roberts had few good choices left: ViacomCBS, with a market cap of $21 billion, was too small to ship significant scale to NBCUniversal; and, regardless, any potential acquisition would have required a divestiture of overlapping belongings just like the CBS broadcast station. The opposite possibility, I wrote, was Digital Arts, the formidable gaming firm, which had a $40 billion market cap on the time that has since fallen to $36 billion. Whereas not as large as Activision, the Redwood Metropolis-based firm would have given NBCUniversal a big stake within the gaming world. An acquisition of EA would even have created alternatives for synergies between NBCUniversal’s huge catalog of sports activities rights and Digital Arts’ well-liked EA Sports activities franchise, together with Madden.

Because it seems, Roberts noticed this logic as properly. Within the wake of the Microsoft-Activision deal, Roberts approached Digital Arts C.E.O. Andrew Wilson with a proposal to spin off NBCUniversal and merge the media and gaming giants, 4 sources with data of the proposal advised me. The overall phrases of the proposal, which legal professionals and bankers for each side negotiated for a number of weeks, would have seen the Roberts household take majority management of the mixed entity. Within the configuration most significantly mentioned, the corporate would have been run by Wilson. If the deal went by way of on these phrases, NBCUniversal C.E.O. Jeff Shell would possible have been elevated to a different position at Comcast, one supply with data of the plans stated. Shell was concerned in deal discussions, I’m advised.

The proposal finally fell aside inside the final month because of disagreements over value and construction. Jennifer Khoury, the chief communications officer for Comcast, declined to remark. Digital Arts spokesperson John Reseburg stated his firm wouldn’t remark “on rumors and hypothesis regarding M&A,” and added: “We’re proud to be working from a place of power and development, with a portfolio of fantastic video games, constructed round highly effective IP, made by extremely gifted groups, and a community of greater than half a billion gamers. We see a really vibrant future forward.”

Lately, as media corporations have taken better curiosity within the rapidly-growing gaming business, Wilson and Digital Arts have held talks with numerous completely different potential suitors, together with Disney, Apple and Amazon, sources with data of these talks advised me. A number of sources conversant in these talks say EA has been persistent in pursuing a sale, and has solely grown extra emboldened within the wake of the Microsoft-Activision deal. Others say that EA is primarily desirous about a merger association that might enable Wilson to stay as chief government of the mixed firm. Representatives from Disney, Apple and Amazon all declined to remark.

In the meantime, one other notable concept that has been bandied about among the many Solar Valley set in recent times would see Disney spin off ESPN and mix it with Digital Arts. As I reported final October, Bob Chapek got here into his job extra open than his predecessor to entertaining an ESPN spin off. There may be additionally some notable historical past between these two corporations. In early 2018, following the sudden resignation of ESPN chief John Skipper, then-Disney C.E.O. Bob Iger tried to recruit Wilson to be head of the sports activities community. Wilson handed, and the job went to Jimmy Pitaro. 

However, Wilson continues to eye a Disney tie-up: Digital Arts approached Disney as just lately as March in pursuit of what sources described as “a extra significant relationship” than licensing offers—although it’s not clear whether or not that meant an ESPN-EA tie-up, some type of try-before-you-buy association, or a direct sale. Regardless of the case, Disney determined to not pursue these conversations. Certainly, the market appears so targeted on Disney+’s subscriber development, and Chapek has different essential gadgets on his grocery listing, reminiscent of shopping for the enormously costly rights to the Indian Premier League, the nation’s high cricket league, which is important to its worldwide technique, and probably shopping for Roberts out of Hulu in a couple of years.

For now, then, Digital Arts stays a possible merger goal for Roberts. And, as at all times in issues of M&A, it’s doable that the 2 events may come again to the desk.