Reviving the Thrill: Activision's Bold Strategy for Call of Duty

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By James Wilson • Updated Oct 15, 2026 at 20:00

Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business — Reviving the Thrill: Activision's Bold Strategy for Call of Duty

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

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