AAA studios are now revealing Call of Duty, Grand Theft Auto, and Star Wars games in the least-exciting way possible.
The announcement of 2022’s Call of Duty was always going to feel weird. Over the last year, Activision Blizzard has been scrutinized over horrific sexual harassment allegations, turned Call of Duty: Warzone into a glitchy and bloated mess, and was acquired by Microsoft. But I wasn’t expecting its reveal to be this sloppy.
For the fans Previously, a trailer, press release, and detailed info about what players could expect accompanied Call of Duty game announcements. In recent years, it even happened inside Call of Duty: Warzone! We weren’t so lucky this time and had to deal with a flurry of enthusiasts and leakers claiming to have new information about the game with no good way to verify its truthfulness.
By announcing it this way, Activision Blizzard circumvents having to answer hard questions about the company’s current state, gets free press from its fans, and gets ahead of the leaks, reports, and rumors that have occurred since the Microsoft acquisition. Activision built a mostly positive — if oddly rolled out — reveal narrative for the new Call of Duty that doesn’t have much substance.
For the company As I previously discussed when Rockstar announced GTA 6, these reveals aren’t really about the fans — they are about the investors and potential hires. Activision first discussed 2022’s Call of Duty in a financial results report. GTA 6, the Respawn Star Wars deal, and the Blizzard survival game were announced ahead of earnings reports from their respective companies. The latter two were tied to recruitment calls for their respective developers.
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