Call of Differentiation

CODThe Call of Duty franchise is one of the most successful and iconic video game brands of all time, partially because development of each game alternates between two studios, Infinity Ward and Treyarch, allowing publisher Activition to release a new full game each year. But that boon has turned into a burden as the desire for differentiation has resulted in an identity crisis for the brand. The internal politics between Activision, Infinity Ward and Treyarch has created congnitive dissonance over where the Call of Duty series is headed. And in the case of this year’s Call of Duty: Modern Warfare 2, Activision has said that they’re gunning for Grand Theft Auto 4’s launch sales records, but their indecision over the official title of the game may have cost them millions in opening day revenue, and has potentially pushed GTA IV’s sales records out of reach.

For Call of Duty fans the buzz leading up to Call of Duty: Modern Warfare 2 has been a roller coaster ride of product branding and re-branding. When the game was first mentioned during a Massive Inc., “upfront” advertising meeting in late 2008, it was referred to as Call of Duty: Modern Warfare 2. After 2007’s Call of Duty 4: Modern Warfare, Activision dropped the, “4” and began using subtitles to denote sequels, hence 2008’s Call of Duty: World at War – sometimes referred to by fans as Call of Duty 5. Confused? Well don’t feel bad, you’re not alone. Continue reading Call of Differentiation