Call of Duty: Ghosts

Fixing Call of Duty: Inside Activision’s Modern Warfare 4 comeback plan

Activision is fundamentally restructuring its approach to the Call of Duty franchise in response to declining player engagement and a 50 percent drop in European launch sales for recent titles.

• Activision is restructuring the Call of Duty franchise to address declining player engagement and a 50 percent drop in European launch sales for recent titles.
• The strategy for Modern Warfare 4 prioritizes long-term brand health over immediate sales by shifting to a grounded, cinematic experience and reintroducing popular modes like DMZ.
• The U.S. gaming hardware market has reached its lowest August sales levels since 2013, with all major console manufacturers reporting double-digit declines.