Activision's Chief Marketing Officer, Tyler Bahl, stated that the team was not satisfied with the performance of Call of Duty: Black Ops 7 last year across various aspects, believing it was not what the player community wanted at the time. In response to the feedback received, he said that Call of Duty: Modern Warfare 4 is attempting to return to a more realistic military shooter experience.
Bahl said that players want to see fresher content. Call of Duty: Modern Warfare 4 will emphasize cinematic presentation, realism, and the series' original edge.
Discussing how to respond to player feedback, Bahl indicated that the team needs to engage with the community, listen to feedback, and improve communication transparency. Activision also plans to allow more people to personally experience the game through public events before its launch.
Regarding how to measure the performance of new titles, Bahl stated that Activision has not set a single success metric for Call of Duty: Modern Warfare 4. Even if sales targets are met, the team will still consider the game unsuccessful if players do not enjoy it.