Activision sets sights on winning ‘entertainment war’

Ben Parfitt
Activision sets sights on winning ‘entertainment war’

Modern Warfare 2 could beat out the ‘safe bet’ X Factor and Harry Potter brands at Christmas to be the year’s top entertainment property.

At least that’s according to publisher Activision. The publisher is confident the sequel can trump the success of Modern Warfare and World at War to become the ‘biggest selling video game of all time’.

“Each year the Call of Duty franchise goes from strength-to-strength,” brand manager Simon Wells told MCV.

“We want to propel this year's title to be the biggest selling video game of all time. That may raise some eyebrows, but step back and look at the franchise's trajectory through preceding launches, and this objective starts to look viable.”

The game is due for release in November, and will be backed by intense marketing support said Wells: “We firmly believe we have the potential to be the No.1 entertainment property of the year. The reality for a franchise as large as Call of Duty is that we are competing directly with entertainment propositions outside of the video game space.

“Plans are being developed to deliver one of the most engaging campaigns of the year.”

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Tags: Activision , call of duty , war , entertainment , modern , warfare , 2

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