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Last week, a new Playstation and Xbox arrived. The video game industry is now worth $146bn, and that's before the holiday season gets underway. But, the entire industry is about to be revamped by more than just new hardware. Microsoft unveiled its Netflix-style cloud gaming service in Sept with the Xbox Game Pass Ultimate. New research from Clarivate reveals that more than four in five gamers who do not currently play cloud games say they will start cloud gaming in the next twelve months. In its report 'Cowboys, combat and candy: cloud gaming through the lens of IP' on levels of innovation and brand creation in the $146 billion gaming industry as evidenced by patent, trademark, and domain name activity, Clarivate explores the drivers of change both in terms of technical transformation and also the companies behind it. Clarivate's databases power research around the world for major universities, brands, and organizations across the globe. Just recently, it also went through a $900M acquisition with CPA Global