Publisher Activision has praised retail for their ‘first class’ support of Call of Duty: Ghosts, as over 2,000 stores opened at midnight last week.
Staff dressed up and stores – even supermarkets – were given a war-themed make over as the High Street prepared for what is traditionally the biggest day in the industry calendar.
“I am just astounded year after year after year how retail supports Call of Duty, and Activision,” said Activision UK MD Roy Stackhouse.
“It is a tough time for retail at the moment, but it is also an exciting time with the next-gen of consoles. I feel retail has an integral role to play in games and moving gaming forward and I am sure they will come through the other side.”
Activision threw a star-studded industry party to celebrate, featuring live performances from Rizzle Kicks and MistaJam.
“Call of Duty is one of the biggest entertainment franchises. It rivals any Hollywood blockbuster and we should celebrate that,” says Stackhouse.