Call of Duty expands creator marketing through clipping and AI discovery

Call of Duty is expanding its creator strategy beyond launch promotions. Through Level Up Labs, the company brings in emerging creators and teaches thumbnail production, streaming, lighting, and video capture while continuing to work with established creator figures.

The company says it brought streamers to Fanatics Fest to showcase its Kill Block mode and is producing as many as 1,600 versions of a piece of content for online distribution. Clipping is described as nearly as important as other creator-focused channels, helping push content through social-media algorithms as brands become less prominent in feeds.

Traditional high-reach placements, including NFL advertising, remain part of the launch mix, but the company says it now spends more on digital marketing. As platforms de-emphasize clipping, it is also considering what users search for in ChatGPT and how its site and information sources should appear in AI-mediated discovery; the long-term approach is still evolving.