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the only reason I can see for a publisher to use their own servers is to claim a bigger chunk of the benefit and give less to the dev studios.... more practical I doubt it... it cost them more money to maintain than use third parties that are free... and unless they use third parties anyway ( I'm sure they do) I doubt EA, UBI, activision has anything close to MS infrastructure to cover has many geographic areas than MS without issues... and I'm not talking about server time management that must suck ass if they don't use Azure anyway on those server....
so yeah the only real reason to use their own is because they have them, they are amortized already and they just want to suck more cash out of the pour dev studio....