Tag Archives: Infinity Ward

Modern Warfare 2 Lost Some Brand Awareness

According to tracking firm OTX in a talk with Gamasutra, dropping the Call of Duty name from the upcoming Modern Warfare 2 may hurt the game.

The firm says that the game has lost brand recognition through the name change.

Here is an interesting section taken directly from Gamasutra:

“Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2. More specifically, we asked a representative group of gamers in the U.S. whether or not they had heard of Call of Duty: Modern Warfare 2. At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title.”

He continued, “However, once it became clear that Activision was positioning the title as Modern Warfare 2, OTX removed ‘Call of Duty‘ from the consumer survey, and the awareness levels dropped to 20 percent. In other words, the Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic.”

Read the full article here:  Gamasutra.

Activision Hopes to Make Modern Warfare 2 Launch, “Biggest Entertainment Launch of all Time.”

According to Joystiq, Activision has some HUGE expectations for Modern Warfare 2.  Aside from being the biggest seller in the Call of Duty franchise they have hired marketing firm TWBA/Chiat/Day and instructed them to deliver what they call, the “biggest entertainment launch of all time.”

Right now, the top contender for that title is Rockstar’s Grand Theft Auto IV with first day sales of 3.6 million copies.

Topping 3.6 million, for anyone, is quite a feat.  Heck, getting there is quite a feat.

More info: Joystiq.com

Modern Warfare 2 Projected to be 2009’s Biggest Seller

Janco Partners analyst Mike Hickey estimates that Modern Warfare 2 will sell  11.1 million units by the end of 2009, pulling in $803 million at retail and making it the best-selling game of 2009.

The game is developed by Infinity Ward, the team behind 2007’s Call of Duty: Modern Warfare, which has sold over 13 million.

In  research note, he said, “Given our CY09 sell through estimates for Modern Warfare 2, it’s possible that the game could be one of the largest entertainment releases of all time” 

“If you assume similar channel unit sales velocity as GTA IV, the game could potentially sell through 7.8 million units globally with an estimated retail value of more than $569 million in the first week. Continuing the same channel logic, it’s possible the game could sell through to consumers’ 4.6 million units globally with an estimated retail value of more than $338 million in the first day,” Hickey explained.

Full story here: Edge Online