Activision believes that the upcoming launch of Grand Theft Auto 6 will ultimately benefit the Call of Duty franchise, rather than detract from it. The company anticipates that both Rockstar's highly anticipated title and its own Modern Warfare 4 will emerge as the two biggest games of 2026, creating a positive ripple effect across the industry.
In a recent interview, Activision's Chief Marketing Officer Tyler Bahl addressed concerns that major releases like GTA 6 and a potential Legend of Zelda: Ocarina of Time remake for the Nintendo Switch 2 could overshadow Call of Duty. Bahl argued that increased attention on the gaming landscape, driven by these major releases, will lead to a broader influx of players and sales for consoles like the PlayStation 5 and Xbox Series X/S, which in turn will provide a significant boost for Call of Duty.
"More people coming in to the dashboards, more people taking the dust off their Xbox or PlayStation and starting to play again, and loading up that experience, is going to be more eyeballs for us overall," Bahl stated. He emphasized that Call of Duty's enduring appeal lies in its community and social aspects, where playing with friends is paramount. This cross-platform social experience, extending to consoles and PC, is seen as a unique strength that stands independently, regardless of other major releases.
Activision is looking to Modern Warfare 4 to revitalize the franchise after what Bahl admitted was a commercial disappointment with Black Ops 7. The company acknowledges that its previous strategy of releasing back-to-back sequels within sub-brands had not resonated with fans, who were seeking something new. "It was not something that our community was looking for," Bahl admitted. "They wanted something new and fresh."
Modern Warfare 4 is intended to address this feedback and marks a shift. Activision has previously indicated that this installment will conclude the current iteration of the Modern Warfare sub-brand, with developer Treyarch also moving on from the Black Ops series to develop new projects. This suggests that a completely new Call of Duty sub-brand could debut in 2027.
"Where we go with future games, we have to innovate," Bahl added. "What we heard from the audience is they want new or better or different. The landscape is changing right under our feet. You’re seeing new games being built overnight, and you’re seeing tastes change and how people want to play."
Modern Warfare 4 is set to launch its campaign early access imminently, with the Ocarina of Time remake scheduled for November 5 and Grand Theft Auto 6 arriving on November 19.