Activision's chief marketing officer, Tyler Bahl, has acknowledged what he terms the "Call of Duty tax," a phenomenon where the franchise, despite consistent sales, faces a critical and public reception that has shifted over the past decade. In an interview with The Game Business, Bahl described how annual releases, once seen as technological benchmarks, now often feel akin to yearly installments of sports franchises like Madden or NBA 2K. This perception, he suggests, impacts how reviews and general reception are framed, even as the games continue to be massive commercial successes.
Bahl highlighted the disconnect between the franchise's enduring popularity, evidenced by 100 million free-to-play players, 500 million units sold, and a billion mobile downloads, and its critical standing. "There’s obviously a lot of fandom around indie games and excitement around new games popping up every day on Steam. And Call of Duty’s been here for a very long time, and with that people sometimes forget that there’s so much work that goes into making these games," he stated. He emphasized the dedication of the 4,500 employees involved in creating the games, a sentiment the marketing aimed to showcase.
Historically, Call of Duty titles consistently received scores in the high 70s and low 80s. However, in recent years, Metacritic scores have frequently fallen into the mid-60s, a range often associated with less favorable reviews. This trend was notable with last year's sequel, Black Ops 7, which scored a 65, and 2023's Modern Warfare 3, which reached a franchise low of 56 on PS5. Conversely, Call of Duty: Black Ops 6 has seen a resurgence with an 83.
The "Call of Duty tax" appears to extend beyond critical reviews, impacting player engagement as well. Data estimates from Ampere Analysis indicate a significant drop in monthly active users for the franchise following the launch of Black Ops 7. Player numbers reportedly halved over the summer, reaching an estimated 20 million. A temporary boost was provided by the surprise release of ports for Call of Duty: Black Ops 1 and 2, which evoked nostalgia for a period when the franchise held greater cultural and commercial dominance.
Addressing the reception of Black Ops 7, Bahl conceded that players were seeking something new. "They wanted something fresh, and even though there were different time settings, and ways to play the game with new features, that tonal shift is something that they were looking for," he explained. Activision is looking to recapture this freshness with upcoming titles, including Modern Warfare 4, which Bahl stated will address player feedback and is anticipated to be a new sub-franchise. The early access campaign for the next Modern Warfare title is scheduled to launch on October 16 for purchasers of the early access edition.