How Activision is Revitalizing the Call of Duty Franchise

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By Olivia Martinez • 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 innovative approach to revive interest in 'Call of Duty: Modern Warfare 4' by utilizing the release of 'GTA 6' to increase its visibility. The company has observed a decline in media coverage for the franchise over time, which they refer to as the 'Call of Duty tax'. Recent articles have explained the comeback plan and the upcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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