Activision: CoD hasnt peaked

It’s out on multiple formats, it’s got a record marketing spend behind it and it’s a fundamentally great game – those are the reasons why Activision thinks Call of Duty: Black Ops can better the record-breaking performance of Modern Warfare 2.

Furthermore, Activision thinks the series can continue growing its success indefinitely.

Our mission is to continue to grow the franchise and we don’t see a peak at all,” Call of Duty’s general manager for Europe Michal Sportouch told MCV in an interview published online today.

I think the resources we have invested in Black Ops in the development of the game and the marketing campaign are the highest ever for Activision. I’m not saying it is going to be easy because it’s never easy to beat a record, but the ambition is higher for many reasons.

Firstly, Black Ops will benefit from a bigger PS3 and Xbox 360 installed base. Also Black Ops will be available on more formats. Plus we have a fantastic game and a fantastic marketing campaign, so clearly our ambition is to set another record like we did with Modern Warfare 2.

As always the consumer will decide. But Call of Duty is one of the biggest entertainment brands globally and so we don’t only see competition within the games industry. Consumers can take their pound or their euro or their dollar and spend it on other entertainment opportunities such as movies, iPad and iPod. We don’t just see competition in the game environment.”

Sportouch also stated that the publisher doesn’t view EA’s Medal of Honor as a potential barrier to success.

We respect the competition and we don’t see the competition only coming from Medal of Honor; there will be other very strong titles in the market – Gran Turismo, Assassin’s Creed – all competing for consumers’ money,” he added.

But we feel that Black Ops is a fantastic game. We are very proud of it and we have only announced a few elements, so I think in the next couple of weeks the community and the press will be really surprised. So to your question, we have no concern, we are ambitious and confident, but obviously we are looking at the competition and the market globally – and not only Medal of Honor.”

To read the full interview, click here.

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