Activision believes Call of Duty’s long history has changed how gaming media views the series. Chief marketing officer Tyler Bahl says its popularity and the work behind each release can get taken for granted, describing the effect as a “Call of Duty tax.”
In brief:
- Bahl believes Call of Duty’s familiarity affects reviews and reception.
- He says the franchise’s audience and development effort sometimes get overlooked.
- Activision is putting more focus on developers in its marketing.
- The publisher also acknowledges that recent games left fans disappointed.
What Does Activision Mean by the “Call of Duty Tax”?
Speaking to The Game Business, Bahl was asked whether traditional gaming outlets cover Call of Duty less than before, with influencers handling more of the conversation.
He said the series still receives coverage. His concern is that newer releases attract excitement while Call of Duty’s established presence makes its achievements feel routine. Bahl pointed to enthusiasm for indie games and new Steam releases when explaining his view.
He also highlighted the franchise’s scale, citing 100 million free-to-play players, 500 million units sold and a billion mobile downloads. These were figures presented by Bahl, who argued that such a large audience can become an accepted part of the gaming landscape.
Call of Duty Marketing Puts Developers in the Spotlight
Activision wants its marketing to give players a closer look at the people making the games. Bahl referenced 4,500 employees working toward delivering the experience and said the teams’ dedication deserves more visibility.
For Modern Warfare 4, that approach includes Infinity Ward’s From the Ward video series. The publisher has also emphasized hands-on appearances and more direct community engagement as it tries to rebuild trust.
Activision Also Acknowledges Call of Duty’s Problems
Bahl’s comments came alongside admissions about the franchise’s recent direction. He acknowledged dissatisfaction with aspects of Black Ops 7 and said players wanted a greater change in tone between releases.
According to Bahl, Modern Warfare 4 responds with a more grounded military focus. He also said sales alone would fall short of the publisher’s goal if players disliked the game.
Showing the effort behind Call of Duty may help its messaging, but rebuilding enthusiasm depends on how players feel about the finished game.
