- Activision has admitted that Call of Duty needs to innovate and change to maintain its success.
- The company has noted that players want to see something new and different, especially due to the rapidly changing gaming landscape.
- Recent entries, such as Black Ops 7 and Modern Warfare 3, have been criticized for feeling too similar.
Call of Duty’s last few releases have been remarkably underwhelming, to say the least. Between the highly disappointing release of Black Ops 7 and Modern Warfare 3’s recycled content, the last few entries have been among the series’ most disappointing.
Activision also seems to understand that this has been the case, noting that it needs to focus on innovation with the series.
Why it matters: Call of Duty is expected to continue its annual release cycle, putting additional pressure on the teams working on this massive franchise.
Activision Chief Marketing Officer Tyler Bahl recently spoke to The Game Business, discussing various elements of Call of Duty’s future.
As per the executive, Modern Warfare 4 marks the end of the series. It appears Activision is quite firm on its decision to move on from this sub-franchise after closing the chapter on popular characters like Captain Price, Ghost, etc.
Bahl says that players have given Activision and its teams clear signs to focus on innovation, so this is exactly what the series will do. He also admits that things are rapidly changing in the games industry, which means that Call of Duty must adapt to the changing times and audience demands.
Where we go with future games, we have to innovate. We we heard from the audience is they want new or better or different.
Given the team has identified key consumer grievances with Call of Duty, it will be interesting to see where the series heads next.
Previously, Modern Warfare 2019 marked a huge shift for the IP after similar criticism regarding franchise fatigue, so perhaps the series will receive a refresh that mimics the impact of this entry from many years ago.
What do you think of Call of Duty’s state today? Share in the comments section and on the Tech4Gamers Forums.
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[Senior News Reporter]
Avinash is currently pursuing a Business degree in Australia. For more than 5 years, he has been working as a gaming journalist, utilizing his writing skills and love for gaming to report on the latest updates in the industry. Avinash loves to play action games like Devil May Cry and has also been mentioned on highly regarded websites, such as IGN, GamesRadar, GameRant, Dualshockers, CBR, and Gamespot.
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