Everyone loves the introduction of new products from companies that understand the need for innovative solutions. It is why companies like Apple have thrived from their revolutionary creation, the iPhone, which is still one of the highest selling mobile devices on the market. When people see a new product with innovative features, and is much better than the predecessors before it, many flock to purchase it to call their own. Because again, it’s about providing something the world has yet to experience that they would enjoy.
But then you have companies that release products annually that bare similarities to the ones before it. You notice barely anything has changed except for maybe a fresh coat of paint or a small performance boost. These products do little to justify another purchase from a customer who already bought last year’s iteration. However, it may not matter to the company, because the brand behind the product maybe huge enough to the point where the product will still sell well, allowing the company to profit nonetheless.
Companies like Activision follow this formula with their Call of Duty franchise. It’s easily one of the most recognizable gaming franchises, and one of the most played games online. Every annual release still sells well, but not like before. The franchise’s last innovative release was Call of Duty 4: Modern Warfare. The game had it’s robust perk system, killstreaks, and RPG equivalent progression elements that the world had not yet seen. Nearly ten years later, the company has maintained the franchise’s core mechanics.
Has the core mechanics improved for the franchise over the years? Not according to hardcore fans of the series. The quality of its annual releases may have accounted for its slumping sales over the years. The last time Activision boasted about a Call of Duty’s post release sales was Black Ops 3, which made around $550 million during its first 3 days on the market. Infinite Warfare was a different story, with analysts saying that the game sold 50% less than Black Ops 3. Activision mentioned that it foresaw this beforehand, but made profits with the inclusion of the Call of Duty: Legacy Edition bundle.
But before Black Ops 3, the previous Call of Duty Activision shared post release profits on with confidence was Black Ops 2, which made around $500 million in its first day, and sold around 11 million units in its first week. So there’s that three year gap in between, with Call of Duty: Ghosts and Advanced Warfare not well received. Infinite Warfare may have seen the biggest decline for the franchise, with their main competitor Battlefield 1 doing nearly as well sales wise.
If there’s one thing for certain, the proof is in the pudding. Gamers aren’t buying Call of Duty like they used to. Not much has changed to the formula. The graphics may have gotten an upgrade, but the gameplay mechanics are too similar to one another, the killstreaks and perks aren’t appealing like they once were, the server quality has changed little, and the new iterations have become a little more pay to win. In other words, little is being done by the company to bring innovation back to their beloved series.
It doesn’t help that Activision takes a long time to listen to their fans, usually having their developers create Call of Duty games that they perceive the public will want and buy. Sure a lot of people will buy their games, but if it carries similar issues, has the same futuristic setting three years in a row that nobody wants, has micro-transactions that help give paying customers an edge, and does little to improve the formula, then many people will stray away. It’s gotten to the point now that many YouTube influencers that have backed Call of Duty for years are complaining or turned their backs on the series. The final nail in the coffin for many was when Activision decided to charge $15 for Call of Duty 4: Modern Warfare Remastered’s extra maps that they believe should have been included in the base game, which already costs $40 alone.
In order for Call of Duty to maintain its staying power, the company has to make a change. They must be daring enough to spend extra to provide a product that adds value for the end user, and to lessen its focus on generating as much revenue from customers as possible, also called milking its fan base. With Call of Duty: WWII on the horizon, it maybe that fresh experience that players will find endearing. However, a even bigger recommendation would be to release a new iteration every other year to lower franchise fatigue. Of course, that will likely never happen, but with games like Rainbow Six Siege and Overwatch increasing in player base long after their releases, it wouldn’t hurt to follow their formula to success.
I'm Sheldon Alex 