Activision Claims Innovation Is Key to Call of Duty Growth

September 19, 2011 Written by Josh Lewis

The Call of Duty franchise continues to break sales records year after year. One would think that an annual release schedule would lead to franchise fatigue, with consumers yearning for something new. However, this is not the case according to Activision’s Glen Schofield, who claims that there are internal discussions all the time regarding momentum.

Speaking in regards to Call of Duty losing steam, Schofield told Gamerzines:

Absolutely, we talk about it all the time. That’s why it’s all about innovation. We’re fans of (the game) so we know where we want to take it, we know what would make us happy, and we are listening to other fans out there.

He continued:

But you know what, it’s not [losing momentum] right now, it’s growing. You can see it out there. It’s so big, people love it and I get so many tweets from the community. It’s the biggest thing in entertainment. You stay paranoid because things can happen, but staying paranoid actually makes your game better.

Perhaps the restructuring of Infinity Ward will lead to some fresh ideas being introduced into the Call of Duty franchise. Sledgehammer and Infinity Ward have collaborated in the development of Modern Warfare 3, due out in stores on November 8.