With the success of Call of Duty: Warzone and post-launch campaigns, Activision has acknowledged that they are experiencing a shift in their marketing of Call of Duty.
The Call of Duty marketing machine has been following an almost constant pattern for years. A new game is announced in May, MP reveals over the summer, a potential beta in August / September, and then a release in October / November. It has been systematic.
This whole process was turned upside down with the launch of Call of Duty: Warzone. With the game’s success and the continuation of post-launch campaign seasons, there’s a lot to be said about now without having to focus on the latest premium release so early on.
And the president of Activision recognizes this shift in Call of Duty’s marketing plans. Asked in a new interview with VentureBeat about the unveiling of new CoD games later this year, Kostich says “we’re probably going a little further in that direction. “
Call of Duty: Black Ops Cold War was the first to experience it. The game, which fans were hoping would be announced in a similar timeline in May, was not revealed until the end of August. The reveal event happened in Call of Duty: Warzone, a new way for Activision to engage the fanbase.
Kostich says the reason for the change in disclosure deadline is what we’re seeing right now. “You saw what we have in season three this week. We have so much to say and so much going on this week. We want to focus on that with the community, focus on the journey with them. ”
He reiterated how Black Ops could have been outside of Warzone, which Activision had never been able to do before. “We’ve done some interesting things in terms of integrating the Black Ops reveal into Warzone. These are the things we want to orchestrate and deliver to our community, allowing them to experience Call of Duty for themselves in their gaming experience. ”
Kostich confirms that “Marketing is changing within Call of Duty, how we engage the community and how we find things out for ourselves.”
He states that reveals premium CoD games “Maybe will happen later, but it’s all part of a larger agenda to take the community on a fun journey.”
It will be interesting to see how this affects the Call of Duty 2021 release schedule. Activision has some fierce competition this year with EA releasing the Battlefield game and Xbox releasing Halo Infinite.
As always, stay tuned for the latest news on Call of Duty.