How Activision is Revitalizing the Call of Duty Franchise

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By Robert Anderson • Updated Oct 15, 2026 at 20:00

Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business — How Activision is Revitalizing the Call of Duty Franchise

Activision is taking a innovative approach to boost interest in 'Call of Duty: Modern Warfare 4' by using the release of 'GTA 6' to raise its visibility. The company has recognized a drop in media coverage for the franchise over time, which they refer to as the 'Call of Duty tax'. Recent articles have outlined the revival plan and the upcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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