How Activision is Revitalizing the Call of Duty Franchise

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By Emma Johnson • Updated Oct 15, 2026 at 20:00

Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business — How Activision is Revitalizing the Call of Duty Franchise

Activision is taking a bold approach to enhance interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to raise its visibility. The company has observed a drop in media coverage for the franchise over time, which they call as the 'Call of Duty tax'. Recent articles have detailed the revival plan and the imminent release dates for 'Modern Warfare 4' on Xbox and PC.

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