Activision CMO says 'Call of Duty tax' behind softer reception for MW4
GG Brief Editorial Desk · AI-assisted, source attributed
Activision’s chief marketing officer Tyler Bahl told The Game Business that a so-called “Call of Duty tax” helps explain a softer reception for MW4, Push Square reports. Push Square also reports purchasing intent for MW4 is down compared with last year’s Call of Duty entry. Push Square notes recent Call of Duty review scores are lower than might be expected, excluding this year’s Black Ops ports. The Push Square piece says VGC spotted Bahl’s remarks and that he referenced the "4,500 people" working on the franchise in his comments.
- What happened: Push Square reports Activision CMO Tyler Bahl told The Game Business that a "Call of Duty tax" is a factor in the softer reception for MW4, and that purchasing intent for MW4 is down versus last year’s game.
- Why it matters: According to Push Square, Bahl offered the "Call of Duty tax" explanation in the context of lower review scores and weaker purchasing intent for MW4 reported this year.
- Context: Push Square notes the franchise's recent review scores are lower than might be expected (excluding this year’s Black Ops ports), and says VGC spotted Bahl’s interview with The Game Business; Push Square’s article includes Bahl mentioning "4,500 people" working on the franchise.
- What next: Push Square does not report any confirmed follow-up actions or changes from Activision in response to Bahl’s remarks, and no further measures or plans are confirmed in the cited coverage.
What changed
- Push Square reported that Activision CMO Tyler Bahl told The Game Business a so-called "Call of Duty tax" contributes to a softer reception for MW4. The same Push Square report states purchasing intent for MW4 is down compared with last year's Call of Duty.
Before and after
- Push Square describes recent Call of Duty review scores as lower than might be expected, while excluding this year’s Black Ops ports from that assessment.
- The coverage notes a decline in purchasing intent for MW4 relative to the prior year's title, as reported by Push Square.
Limits
- Push Square attributes the comments to an interview with The Game Business and says VGC spotted the remarks; the Push Square excerpt does not include a complete quotation for Bahl's full explanation.
- The cited report does not confirm any specific changes to Activision’s marketing strategy, product plans, or other responses following Bahl’s comments.