Activision Blizzard to apply the “Call Of Duty Model” to its other franchises

Activision Blizzard to apply the “Call Of Duty Model” to its other franchises

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The Call of Duty franchise had its best year in 2020, helping parent company Activision Blizzard place its biggest year in the company’s three decades. The success of Call of Duty has enabled Activision Blizzard to replicate its model in the company’s other franchises to spur even further growth in the future.

As part of Activision Blizzard’s latest earnings report, CEO Bobby Kotick said the approach to the Call of Duty series would be the model for his other series in the future. Call of Duty has undergone a transformation in recent years, as Activision now operates the franchise in numerous vectors. There are the premium annual games, the free play-battle royal game Warzone, and the mobile game.

“Our approach to the franchise has become the roadmap we now apply in many of our other games. Within Call of Duty, we have significantly expanded our social connections and enhanced engagement through free-to-play experiences on mobile phones, computers and game consoles … These initiatives have expanded the franchise reach, with more than 250 million people playing Call of Duty last year, and more than tripling the 70 million people who played Call of Duty in 2018. ‘

Kotick also noted that Call of Duty’s approach made the franchise ‘more social than ever’, which he said is good for players as well as the business.

“Call of Duty players who play in groups with friends spend more than three times more hours in the game and invest about three times more in the game content compared to other players. And we’re actually just starting to scratch the surface of which is possible for social interaction within our franchises, ‘he said.

Kotick said Activision Blizzard is taking various initiatives to improve ‘the social nature of all our major franchises’ in the future.

“Call of Duty has also set a clear blueprint for franchise-based innovation and we are applying this strategy to other core franchises to increase the reach, engagement and investment of players,” he said.

Activision Blizzard, in all its franchises, had about 400 million active players by 2020, and Kotick said the figure wants to grow to 1 billion. Accepting the Call of Duty model is how the business will try to do it.

“Of course, we always start the process with inspiration and creativity. We then offer great games through free access to all consumers, availability on mobile phones and continuous in-game content delivery and premium content.”

Live services and microtransactions have played a major role in Activision Blizzard’s latest earnings, with microtransactions reaching $ 5 billion by 2020.

The full details of Activision Blizzard’s plan to apply the Call of Duty model to its other franchises are unclear, but the company has been teasing this shift for some time. In 2020, management has repeatedly confirmed that they will develop mobile games based on every franchise it has. It’s not hard to see why the company would do this, as mobile is the most popular gaming platform in the US.

In other news, Activision Blizzard has confirmed a new Call of Duty game for 2021 and announced that Diablo 4 and Overwatch 2 will only be released in 2022. Management has also teased a new remaster project following a report that Vicarious Visions is working on a Diablo 2 remake.

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