How Activision is Revitalizing the Call of Duty Franchise

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By Michael Brown • 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 revive interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to heighten its visibility. The company has recognized a drop in media coverage for the franchise over time, which they label as the 'Call of Duty tax'. Recent articles have explained the revival plan and the upcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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