Activision blames "Call of Duty tax" for softer reception

Tyler Bahl, Activision’s chief marketing officer, says the industry has a "Call of Duty tax" because the series has been around for decades and its large audience is taken for granted, leading to less coverage of the work that goes into each game. He explained that the 4,500 employees who build the titles often get overlooked and that the sheer size of the fanbase can become normalized, making the franchise’s craft harder to highlight. Bahl added that this year’s marketing focused on showing the behind‑the‑scenes dedication and the quality of the gameplay rather than just hype.

Call of Duty tax

Purchase intent for Modern Warfare 4 in the United States is 15 % among console and PC players, down from 21 % for Black Ops 7, according to industry analyst Mat Piscatella. The decline is attributed partly to the game’s removal from Game Pass and partly to a shift in media attention, with some observers suggesting that the new title could be blamed for the franchise’s softer reception amid the buzz around GTA 6.

Activision pulled the title from Game Pass, a move that cost the company an estimated $300 million in lost revenue, and the franchise has faced a commercial flop last year compared to other titles. Marketing this year emphasizes the game’s craft rather than hype.