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Google's £32 Billion Bet on Cloud Security: What Wiz Means for the Future of Alphabet
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Fortnite's Marketing Mastery: A Deep Dive into Gaming's Revolutionary Geniuses

Writer: Ellie WaitonEllie Waiton

Fornite loading on a PC


Fortnite has not only revolutionised the gaming industry but has also established itself as a prime example of marketing brilliance. The masterminds behind Fortnite's success have consistently demonstrated a keen understanding of their audience, constantly innovating to keep the community engaged.


Fornite on Switch

They brought back the OG season, a move that showcased the creators' awareness of player sentiments. Recognising that many players liked the nostalgic experience of the original Fortnite, the developers reintroduced the OG season for a limited 50-day period. Named the 'OG Season,' this throwback allowed players to relive the joy of the early days of Fortnite.

One of Fortnite's undeniable strengths lies in its skins and collaborations. The introduction of iconic skins such as Eminem and Miles Morales become irresistible to players, prompting many, including me, to make purchases.


Fortnite's collaboration with Lego, an unexpected move, further demonstrates the creators' innovative thinking. The Lego Fortnite game mode, similar to Minecraft but in Lego form, has become a hit among players.


Beyond skins and collaborations, Fortnite has successfully diversified its offerings to cater to different interests. The Fortnite Festival, similar to Guitar Hero, showcases the creators' ability to adapt to evolving trends. Additionally, the introduction of rocket racing appeals to fans of Rocket League, expanding the game's appeal to a wider audience.


They have skillfully tapped into the nostalgia of the OG season, leveraged high-profile collaborations to keep the game fresh, and expanded their offerings to cater to a diverse player base. The creators' ability to adapt to changing preferences and introduce innovative features solidifies their status as true marketing geniuses in the gaming industry.


Google's £32 Billion Bet on Cloud Security: What Wiz Means for the Future of Alphabet

Google's £32 Billion Bet on Cloud Security: What Wiz Means for the Future of Alphabet

19 March 2025

Connor Banks

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In a landmark move, Alphabet, Google’s parent company, has announced its largest acquisition to date: a £32 billion all-cash deal to purchase Wiz, a fast-growing cloud security start-up. This strategic acquisition not only highlights the increasing importance of cybersecurity in the AI era but also signals Google’s ambition to challenge Amazon Web Services (AWS) and Microsoft Azure in the multi-billion-pound cloud computing market.


A Strategic Play for Cybersecurity Dominance

Wiz, founded in 2020 by cybersecurity veterans, has rapidly ascended as a key player in cloud security. The company specialises in providing tools that help organisations detect and mitigate security risks across major cloud platforms—including AWS, Microsoft Azure, and Google Cloud. Wiz’s emphasis on a multi-cloud approach has made it particularly attractive in a world where enterprises often rely on multiple cloud providers.

By acquiring Wiz, Google is making a bold statement: Security is now a top priority in its cloud strategy. This comes at a time when cybersecurity threats are escalating and businesses demand more robust protection against breaches, ransomware, and AI-driven attacks.


Why Google Needs Wiz

Despite being a tech giant, Google Cloud remains the third-largest cloud provider, trailing behind AWS and Microsoft Azure. While Google has made significant strides in AI and data analytics, it has struggled to gain an edge in cloud security—a crucial factor for enterprise clients.

  • Enhanced Security Portfolio: Wiz’s platform will strengthen Google Cloud’s security offerings, making it more competitive against Microsoft, which has invested heavily in security solutions.

  • Multi-Cloud Expansion: Unlike some past Google acquisitions that were integrated exclusively into Google’s ecosystem, Wiz will continue to support AWS and Azure, helping Google maintain a presence in rival platforms.

  • AI-Driven Security Solutions: With Google at the forefront of AI, Wiz’s security capabilities can be enhanced using AI-powered threat detection and automation, setting a new industry standard.


Regulatory & Competitive Challenges

However, this deal is not without challenges. Given the £32 billion price tag, Alphabet will face scrutiny from regulators in the UK, the US, and Europe, who may investigate the acquisition for potential anti-competitive concerns. Additionally, the move is expected to intensify competition with Microsoft and Amazon, both of whom have also been ramping up their cybersecurity investments.

While Wiz’s commitment to multi-cloud compatibility is a selling point, there is always the risk that competitors could respond aggressively, either by developing competing technologies or challenging the acquisition on regulatory grounds.


What This Means for the Future of Google

Alphabet’s bet on Wiz highlights a broader shift in Google’s business strategy:

  • Cybersecurity is no longer an afterthought—it’s a centrepiece of cloud innovation.

  • Google Cloud is evolving into a true enterprise powerhouse, aiming to take market share from AWS and Microsoft.

  • AI and security will increasingly converge, with Google leading the charge in developing AI-driven security solutions.

With the deal expected to close in 2026, all eyes will be on how Google integrates Wiz’s platform and whether this move will finally tip the balance in the cloud computing wars.


Conclusion

Google’s acquisition of Wiz is more than just a big-ticket purchase—it’s a strategic shift that underscores the growing role of security, AI, and multi-cloud infrastructure in the future of cloud computing. Whether this gamble pays off will depend on how well Google can execute its vision and convince enterprise customers that it is the safest and smartest choice for their cloud needs.


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