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call-of-duty---ghostsLove or hate the Activision game Call of Duty, but it is among the most valuable brands in the world. Parents hate it for its violence and gun glorification. Its fans (8 to 80) love it for the same reasons. One thing is tough to argue. In November 2012, Call Of Duty: Black Ops II sold $1 billion at retail during its first 15 days on the market.

Activision has a tough act to follow this November 5 when COD: Ghosts is released. A new report from the Cowen Video Game Odometer shows it is on track to be the biggest selling video game of the year, and on Wednesday Activision unleashed a slew of technical and marketing initiatives to further embed the game into consumer lifestyles. Most of those initiatives involve mobile and online gaming. Activision CEO, Eric Hirshberg says Ghosts will be “an unparalleled online experience, empowering fans with the greatest amount of customization, new ways to play, and access ever seen in franchise history.”

On the technology side the Xbox game will include an all-new second screen experience along with the ability to transport a user profile across console generations. Players can take Call of Duty: Ghosts anywhere, utilizing their Call of Duty account, already secured through their registration to Call of Duty® Elite, to carry their profile with them, including profile change updates between Xbox One, the all-in-one games, Xbox 360 games and PlayStation.

It will also have a mobile app. The all-new Call of Duty App gives players a second screen mobile and tablet experience designed to work hand-in-hand with both current gen and next gen versions of Call of Duty: Ghosts. It offers the most popular features from Call of Duty Elite and also gives a new dimension to Call of Duty: Ghosts by allowing fans to stay connected to the console experience. With the Call of Duty App, players can share activities in match, as well as view and share after-action results with friends on Facebook and Twitter. The new Call of Duty App is fully integrated with Call of Duty: Ghosts, and will launch alongside it this November on mobile and tablet devices.

And finally, the tour. Call of Duty: Ghosts Multiplayer World Tour will be a 10-city global tour fan experience hitting Los Angeles; Cologne, Germany; Dubai, UAE; London, U.K.; Sydney, Australia; Moscow, Russia; Utrecht, Netherlands; Sao Paulo, Brazil; Milan, Italy; and Paris, France; leading up to the game’s launch starting in November. Activision’s live announcement was punctuated by exhibitions by its professional Call of Duty players and a collection of U.S. Marines who took to the stage for a live, exhibition match. Activision also announced ways for players to support the Call of Duty Endowment, a non-profit organization that funds efforts to place veterans into high quality jobs. On Nov. 5th, fans can purchase limited edition dog tags for a suggested retail price of $4.99 at participating retailers. 100% of the profits will go toward the Endowment and its mission.


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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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