The Lifeline of Duty: Activision’s Enduring Influence on Call of Duty
Activision, in its simplest role, is the publisher and original owner of the Call of Duty (CoD) franchise. However, that single word, “publisher,” vastly understates their role. Activision isn’t just the company that slaps a label on the box. They are the architects of the entire Call of Duty universe, from its initial inception to its ongoing evolution, now under the Microsoft umbrella. They wielded immense influence, fostering the developers, orchestrating the marketing campaigns, and steering the strategic direction that made Call of Duty a cultural phenomenon. In short, Activision is Call of Duty, or at least, was, until recently acquired by Microsoft, continuing to play a critical role in the franchise’s future.
Activision’s Multi-Faceted Role
Activision’s connection to Call of Duty can be broken down into several critical areas:
Development & Developer Support
While various studios like Infinity Ward, Treyarch, and Sledgehammer Games have handled the actual game development of individual Call of Duty titles, Activision provided the overarching resources, coordination, and strategic alignment needed to maintain a cohesive franchise. They funded development, provided access to technologies, and helped manage the complex logistics of creating AAA games on a yearly cycle. Activision also ensured each studio operated under a vision that maintained the spirit of the core gameplay while allowing each game to offer something new and unique.
Publishing & Distribution
This is the most visible aspect of Activision’s role. They handle the nuts and bolts of getting the game into players’ hands. This encompasses:
- Manufacturing and Physical Distribution: Producing physical copies of the game for consoles and PCs.
- Digital Distribution: Managing digital sales through platforms like Steam, PlayStation Store, Xbox Marketplace, and the Call of Duty in-game store.
- Marketing and Advertising: Creating and executing massive marketing campaigns to generate hype and sales.
- Public Relations: Managing the brand image and communicating with the gaming community.
Franchise Management & Strategic Direction
Activision played a crucial role in setting the long-term direction of the Call of Duty franchise. This involved:
- Defining the Core Pillars of the Franchise: Ensuring that each new installment maintained the core elements that players expect, such as fast-paced gameplay, a compelling multiplayer experience, and a cinematic single-player campaign.
- Setting the Release Schedule: The decision to release a new Call of Duty game almost annually was driven by Activision’s strategic goals, as well as assigning studios to each release.
- Exploring New Directions: Activision drove innovation within the franchise, such as the introduction of battle royale modes (Warzone), new gameplay mechanics, and different historical settings.
- Monetization Strategies: Activision set the policies around in-game purchases, battle passes, and other revenue streams. These strategies often caused controversy, demonstrating the power they wielded over the franchise’s direction.
E-Sports Initiatives
Activision built the Call of Duty League, a professional e-sports league centered around the game. This boosted the game’s competitive scene and provided a lucrative platform for professional players and teams. Activision also oversaw rules, structure, and broadcast of matches, supporting it with a wide-ranging media strategy.
The Microsoft Era
With Microsoft’s acquisition of Activision Blizzard, the dynamic shifts. While Microsoft now owns Call of Duty, Activision’s legacy and expertise remain influential. Expect Microsoft to leverage Activision’s knowledge in game development, marketing, and franchise management.
Frequently Asked Questions (FAQs) about Activision and Call of Duty
1. Before Microsoft, who owned Call of Duty?
Before October 13, 2023, Activision owned the Call of Duty franchise and all its associated intellectual property. Activision was an independent, publicly traded company responsible for developing, publishing, and managing the Call of Duty series from its inception.
2. What development studios make Call of Duty games?
The main development studios that have historically made Call of Duty games are Infinity Ward, Treyarch, and Sledgehammer Games. Other studios, such as Raven Software, have also played supporting roles in the development of Call of Duty titles.
3. What is Activision Blizzard King?
Activision Blizzard King (ABK) is the name of the entity that combines Activision, Blizzard Entertainment, and King. It was formed before Microsoft’s acquisition and represented the combined gaming portfolio of these three major companies. King is primarily known for mobile games like Candy Crush Saga.
4. Did Blizzard Entertainment ever work on Call of Duty?
While Activision and Blizzard were sister companies under the Activision Blizzard umbrella, Blizzard Entertainment primarily focused on its own franchises like World of Warcraft, Diablo, and Overwatch and did not work directly on Call of Duty development. Now that both are part of Microsoft, there may be future possibilities for cross-collaboration.
5. What is Activision’s role in Call of Duty: Mobile?
Activision publishes Call of Duty: Mobile, while the development of the game is primarily handled by Tencent’s TiMi Studio Group. Activision oversees the strategic direction, marketing, and overall brand management of the mobile title.
6. Will Call of Duty remain on PlayStation now that Microsoft owns Activision?
Yes, Call of Duty will remain on PlayStation. Microsoft and Sony have signed an agreement to keep the Call of Duty franchise available on PlayStation consoles for the next ten years, addressing concerns that Microsoft would make the series exclusive to Xbox.
7. What are some of Activision’s other successful game franchises?
Besides Call of Duty, Activision owns and publishes several other successful game franchises, including Crash Bandicoot, Spyro the Dragon, and Tony Hawk’s Pro Skater.
8. How much did Microsoft pay for Activision Blizzard?
Microsoft acquired Activision Blizzard for approximately $68.7 billion, making it one of the largest tech acquisitions in history. Some sources say $69 billion.
9. Why did the FTC try to block the Microsoft Activision acquisition?
The Federal Trade Commission (FTC) attempted to block the acquisition due to concerns about potential anti-competitive practices. The FTC argued that Microsoft could make Call of Duty exclusive to Xbox or offer a diminished experience on PlayStation, giving Microsoft an unfair advantage.
10. What is the Call of Duty League?
The Call of Duty League (CDL) is a professional e-sports league for the Call of Duty franchise, established by Activision. It features professional teams competing in structured seasons with high-stakes tournaments.
11. Has Activision been involved in any controversies related to Call of Duty?
Yes, Activision has faced controversies related to monetization strategies in Call of Duty games, such as criticisms of loot boxes and microtransactions. There have also been controversies related to workplace culture at Activision Blizzard, leading to legal challenges and calls for reform.
12. How does Activision choose which studio develops each Call of Duty game?
Activision often rotates development duties among Infinity Ward, Treyarch, and Sledgehammer Games to maintain a consistent annual release schedule. The decision may also be based on each studio’s strengths, focus, and availability.
13. How has Microsoft’s ownership changed Activision’s role in Call of Duty?
Now, Microsoft has ultimate control over the Call of Duty franchise, while Activision continues to play a critical role in the game’s development, publishing, and overall strategy. Expect Microsoft to leverage Activision’s expertise while integrating Call of Duty further into the Xbox ecosystem and Game Pass.
14. How does Activision influence the storyline and setting of Call of Duty games?
Activision provides guidelines and direction for the storyline and setting of Call of Duty games, ensuring they align with the overall franchise identity and appeal to the target audience. Each studio puts its own spin, but Activision steers the overall direction.
15. Where can I learn more about the intersection of games and learning?
For those interested in exploring the educational potential of video games, resources like the Games Learning Society at GamesLearningSociety.org offer valuable insights and research. The Games Learning Society is dedicated to advancing knowledge and understanding of how games can be used for learning and development.
Activision’s influence on Call of Duty is undeniable, as they have shaped every aspect of the franchise for two decades. While Microsoft now owns the IP, Activision’s legacy and expertise will continue to shape the future of Call of Duty.