Activision Positions Call of Duty as a Broad, Multigenerational Franchise

An Activision executive described Call of Duty as a franchise with appeal across generations, suggesting younger players may progress from Splatoon to Fortnite and then to Call of Duty. The executive cited an average gamer age of 37 and estimated that 3.6 billion people play games, including casual titles such as Candy Crush and Wordle.

The franchise’s variety of play styles is presented as a marketing tool. Prop Hunt, in which players hide as objects such as tires, was characterized as adult hide-and-seek. DMZ, described as an extraction shooter, will be part of Modern Warfare 4 alongside campaign and multiplayer; the executive expects the mode to make a strong impression.