Activision Wants All Its Franchises to Be Like Call of Duty

Activision Wants All Its Franchises to Be Like Call of Duty

Shocking no one, Call of Duty continues to do very, very well for Activision-Blizzard — especially now with Warzone. And in response to that success, Activision is poised to take the formula that’s bringing in big bucks from each new Call of Duty game and fitting all of its other major franchises into that same mold. Today, the company reported its earnings for the first quarter of the year, with a record first-quarter revenue of $2.28 billion — a whopping $2 billion of which was digital. Activision-Blizzard has a lot of segments contributing to that revenue, including Blizzard and its King mobile games, but its reporting today was clearly most proud of how well Call of Duty was doing. Activision cited that of all the 435 million monthly active users [MAU] across all of its properties, 150 million of those MAUs were from Call of Duty alone. In fact, free-to-play Call of Duty and Call of Duty mobile have nearly tripled total MAUs across all Call of Duty games since their launches last year, and the recent launch of Call of Duty Mobile in China brought in “tens of millions” of new players, further helping things along. [ignvideo url=”https://www.ign.com/videos/2020/03/23/call-of-duty-warzone-review”] We got even more numbers during the earnings call, with Activision sharing that player spending on Call of Duty Mobile in China alone in its first quarter was on par with the rest of the world combined, and that Call of Duty Mobile has now surpassed 500 million downloads and over $1 billion in lifetime revenue since its 2019 launch. In summary? Call of Duty is still enormous, growing even more with each new release and update, and Activision’s current favorite child. Which means that it wishes all of its other children would grow up to be just like Call of Duty, and that’s exactly what Activision is trying to make happen. During its same earnings call, Activision honed in on the “multiple entry points” for the Call of Duty franchise across premium, free-to-play, and mobile, citing this as a recipe for success it intends to implement into its other major properties. “Call of Duty is the template we’re applying to our proven franchises as well as our new potential franchises as we attempt to grow our audiences to a billion players,” CEO Bobby Kotick said. Kotick later in the call said that Activision-Blizzard would be ramping up its operations over the…
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