Reviving the Thrill: Activision's Bold Strategy for Call of Duty

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By James Wilson • Updated Oct 15, 2026 at 20:00

Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business — Reviving the Thrill: Activision's Bold Strategy for Call of Duty

Activision is taking a strategic approach to boost interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to heighten its visibility. The company has observed a decline in media coverage for the franchise over time, which they label as the 'Call of Duty tax'. Recent articles have explained the comeback plan and the forthcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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