Activision Executive Admits Call of Duty Fans Wanted Something Fresh After Consecutive Black Ops and Modern Warfare Sequels

Activision is acknowledging that its recent Call of Duty releases failed to deliver the fresh experience some fans wanted. In an interview with The Game Business, chief marketing officer Tyler Bahl explained how feedback from players is influencing Call of Duty: Modern Warfare 4 and the franchise’s future direction.

After releasing Modern Warfare 2 in 2022 and Modern Warfare 3 in 2023, Activision followed with Black Ops 6 in 2024 and Black Ops 7 in 2025. Despite differences in settings and gameplay features, the consecutive releases did not provide the tonal shift that the community wanted, according to Bahl.

“It was not something that our community was looking for,”

Bahl told The Game Business.

“They wanted something fresh.”

The admission comes as Activision attempts to restore player confidence following disappointing reception and weaker commercial performance for Black Ops 7. The company is now positioning Modern Warfare 4 as an opportunity to address those concerns rather than simply continue the franchise’s annual release cycle.

MODERN WARFARE 4 WILL RETURN TO CALL OF DUTY’S GROUNDED MILITARY ROOTS

Bahl said Activision has taken player feedback into account while developing Modern Warfare 4. The upcoming shooter aims to recapture the franchise’s recognizable military tone, with a greater emphasis on cinematic presentation and authenticity.

“With Modern Warfare 4, we’ve tried to adjust based on that feedback,”

Bahl explained. He described the direction as

“getting back to a grounded military shooter,”

adding that the team wants to restore the edge associated with Call of Duty.

The company is also changing how it measures the game’s success. Rather than focusing exclusively on sales figures or player counts, Activision wants to establish a foundation that satisfies its audience and supports future releases.

“Because even if it delivers on sales, if people don’t like the game, we’ve missed the mark,”

Bahl said.

This approach places player reception at the center of Activision’s comeback effort. Strong commercial results alone will not be enough if the game fails to meet the expectations established by the developer and publisher.

BLACK OPS CLASSICS REVEAL DEMAND FOR A DIFFERENT CALL OF DUTY EXPERIENCE

Activision’s recent release of the original Call of Duty: Black Ops and Black Ops 2 on PlayStation 4 and PlayStation 5 also provided useful feedback. The older games attracted more players than the publisher anticipated, highlighting continued interest in classic multiplayer experiences.

“We thought they would do well, we didn’t think they would do that well,”

Bahl said in the interview with The Game Business.

He attributed part of their appeal to nostalgia and the experience of playing with friends. Activision is applying lessons from those releases to Modern Warfare 4 and future games, although the interview did not establish that nostalgia alone explains their success.

ACTIVISION STEPS UP COMMUNITY ENGAGEMENT TO REBUILD TRUST

The publisher is also trying to improve its relationship with players. Bahl pointed to Infinity Ward’s behind-the-scenes From the Ward YouTube series and demonstrations at more than 20 events worldwide as examples of its renewed community outreach.

“Coming out of last year, we really wanted to rebuild trust, and the best way you can do that is put the game in people’s hands,”

he said.

The franchise has faced increased competition, with Battlefield 6 becoming the best-selling shooter of 2025, according to the figures discussed in The Game Business report. The same report cited Ampere estimates indicating that monthly Call of Duty players had declined from around 40 million in 2024 to the mid-20 millions in 2026, although some game data was unavailable during parts of that period.

A NEW CALL OF DUTY SUB-FRANCHISE IS ALREADY IN DEVELOPMENT

Activision’s plans extend beyond Modern Warfare 4. Bahl confirmed that a future entry will introduce a new sub-franchise, with groundwork already underway. He also described Modern Warfare 4 as the conclusion of the current Modern Warfare storyline.

The publisher’s challenge is to turn its acknowledgment of fan feedback into a meaningful change in the games themselves. Whether a more grounded approach, stronger community engagement, and lessons from classic releases can restore enthusiasm will become clearer as players experience the new installment.

For now, Activision’s message is clear: repeating familiar formulas is not enough, and the franchise needs to deliver the freshness its audience has been asking for.