Activision’s first-person shooter series, Call of Duty, is set to receive a brand new sub-franchise, according to chief marketing officer, Tyler Bahl.
During an interview with The Game Business’ Christopher Dring, Activision chief marketing officer Tyler Bahl confirmed that the publisher has already started laying the groundwork for a new sub-franchise for the Call of Duty series, although specific details about the project remain under wraps. “We’ve already kind of stated that, you know, in a future title is going to be a new sub-franchise and, you know, we’ve already kind of laid the groundwork there,” he said.
Activision is looking to address community feedback following a challenging period for the Call of Duty series. Black Ops 7 reportedly struggled to match the commercial performance of its predecessor, with European launch sales significantly lower than those of its predecessor, Black Ops 6. The publisher has acknowledged that releasing consecutive entries in the Modern Warfare and Black Ops sub-series was not what its community wanted. It has since confirmed that it will move away from launching back-to-back games within the same sub-franchise, opening the door for fresh settings, ideas and experiences.
Bahl suggested that innovation will be essential to the series’ future, noting that players want something new, better or different. He also noted that Call of Duty attracts a diverse audience, ranging from fans of traditional military shooters to those who prefer Zombies and more unconventional multiplayer modes. According to him, the upcoming Call of Duty: Modern Warfare 4 is intended to address some of the criticism of recent releases by “making it cinematic, making it authentic, and bringing that edge back that Call of Duty is known for.”
Activision is also hoping to rebuild trust with players through greater community engagement and a renewed focus on delivering what fans expect from the franchise. Bahl didn’t provide a tentative release window for the new Call of Duty sub-franchise.
