Sony has been on a role ever since 2009 for the most part. Even though it doesn't show in sales, Sony has been obtaining positive strides onwards (sans a disastrous hack) and have continued said momentum since then. For me, I suppose Activision saw said results after how well Destiny sold on the platform.

I suppose Activision wants similar results with Black Ops III. While it may not surpass Black Ops II sales, Black Ops III should do more than enough to help out Activision profit for the holiday season.

I didn't know lining Activision pockets with obscene amounts of money constitutes winning, maybe I have a distorted view of "winning"

Very congrats to Sony... megaton.

Yes, they likely "didn't renew" the deal with Activision due to a combination of dealing with investors that are anxious to cut the Xbox division's budget (likely have by now), and wanting to focus more on 1st party content. Sales/marketshare is a factor, but it isn't the factor.

If marketshare is the most important thing, then why was Assassin's Creed Unity marketed on Xbox last year after being on PlayStation for several years before that and despite the PS4 outselling the XB1? Why does Microsoft market FIFA when the PS3/PS4 version outsells the 360/One version every year (most recent installment: PS4-5.9 mil XB1:1.83 mil). Why does MS have Fallout 4, Evolve, and Madden, or any marketing deal right now if the PS4 clearly sells more?

Marketshare is not the deciding factor. 

i dont think it was so much money.  m$ didnt wanted the deal because it didnt worked, people want cod, but ads and tiny amounts of exclusive content dont make em buy a xbone for it.

everyone knows that cod will come to ps4, pc and xbone, and its not a system seller. sure it sells consoles, but it just helps the market leader, not the one with the partnership.

Actually I do believe that MS did ot renew their contract.  Whether its Sony or MS for these marketing deals, for the other company its great to have someone else pay that tab.  If you think about it, after Phill took over, MS does nto seem to be interested in persueing those 3rd party deals any more and its probably because they have not effect sales enough to warrant the investment.

If MS believe its better to concentrate their cash on more first party development since those 3rd party games are still coming to their system, its probably a smater investment.

I believe MS didn't renew because they didn't want to or decide to give their priorities in other areas but we all know activision is all for the money, it's just that MS didn't want to pay what they were asking for. I still believe COD will sell better on xb1 in US unless there is a custom ps4 bundle.

It's also possible that activision got MS and sony to bid/make offers for partnership on COD.

Because CoD is a bigger franchise than all of them? You mean to tell me that they'll get marketing deals with all those other games, but "abandon" the biggest, and arguably, the most important one because they're "focusing on 1st party content" (which is just Halo/Forza/Gears still)? Not to mention, Sony isn't going to get marketing deals for every single 3rd party game. 

And I can tell you right now that MS has Madden and FIFA because EA still in bed with MS. They were one of the companies that though XBOne was gonna blow PS4 out the water when they launched, they were on board with the DRM, and there's EA Access as well. Any big EA game, and MS will be behind it. 

Yes.