Activision’s massive success with Call of Duty recently is informing how the publisher plans to grow its biggest franchises.
Activision has announced on Thursday that its success with Call of Duty will inspire how it handles the rest of its catalogue. The publisher, which boasted impressive revenue and growth from Call of Duty, is specifically referring to the series’ multiple points of entry.
Previously, Call of Duty was only available through its yearly premium games. Activision, however, sought to expand the player base by offering some version of the best-selling shooter outside of the $60/$70 boxed release every year.
At present, Call of Duty has a free-to-play hit in Warzone, and a mobile off-shoot in Call of Duty Mobile, all while the premium releases continue to sell very well every year.
This is what Activision wants to replicate with the rest of its games. We’re already seeing this with Diablo Immortal, the free-to-play Diablo game that will exist alongside the big upcoming Diablo 4. Activision is also working on mobile World of Warcraft games that it hopes will expand the MMO’s audience.
“Call of Duty [has] also established a clear blueprint for franchise based innovation and we’re applying this strategy across our other core franchises to grow reach, engagement and player investment,” said CEO Bobby Kotick.
“We’re accelerating our path to reach one billion players as we apply the Call of Duty framework across our other wholly owned franchises.”