Modern Warfare 2 Suffering from Lack of Brand Awareness

June 24, 2009 Written by Dan Massi

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The dropping of the Call of Duty title from Modern Warfare 2 may have looked like a good idea at first, but it now seems this wasn’t as great as first thought.

According to tracking firm OTX, Modern Warfare 2 has lost a considerable chunk of brand awareness by dropping the Call of Duty moniker. OTX has said that Activision may damage retail chances by up to 20%. Nick Williams, of OTX, had this to say:

“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.”

He continued with this:

“At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title. 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.”

Recently, Activision made a statement that they would drop support for all PlayStation platforms, unless a PS3 price drop was made. You can read about that story here.

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