Entertainment · Gaming · 6 hrs ago
Activision marketer says Modern Warfare 4 faces a ‘Call of Duty tax’
Activision marketing chief Tyler Bahl says Call of Duty faces a “tax” on its reception because of the expectations that come with the long-running series.
The franchise has released a new game every fall for more than 20 years, and it remains a major seller.
Recent games have drawn weaker review scores, with Modern Warfare 3 receiving a 56 on PS5 and Black Ops 7 a 65 on Metacritic.
Call of Duty’s monthly players also fell, reaching an estimated 20 million over the summer, about half the earlier level.
Bahl said players wanted something fresh after Black Ops 7, and Activision has said a future game will start a new sub-franchise.
Activision says Modern Warfare 4 addresses some of that feedback, though the sources do not give details of how.
The new campaign becomes available to buyers of the early access edition on October 16.
Activision chief marketing officer Tyler Bahl says Modern Warfare 4 faces what he calls a “Call of Duty tax” in reviews and reception.
Bahl says the franchise’s large audience and long history can make its work seem like the status quo.
He says players wanted something fresh after Black Ops 7 and that Modern Warfare 4 addresses some of their feedback.
Ampere Analysis estimates cited by The Game Business show Call of Duty’s monthly active users fell to about 20 million over the summer, half their previous level.
The Modern Warfare campaign is due to go live on October 16 for players who buy the early access edition.
- Who
- Activision chief marketing officer Tyler Bahl discussed the issue. Modern Warfare 4 is the game at the center of the story.
- What
- Bahl says the game faces a “Call of Duty tax” in reviews and reception.
- When
- Bahl’s interview was reported on October 15, 2026. The campaign’s early access begins October 16.
- Where
- Not stated.
- Why
- Bahl says the franchise’s long history and large audience can make its work seem like the status quo, while players wanted something fresh after Black Ops 7.
This story does not have two clearly opposing sides.
Modern Warfare 3 received a Metacritic score of 56 on PS5, according to Kotaku.
Black Ops 6 received a Metacritic score of 83, according to Kotaku.
Call of Duty’s monthly active users fell to an estimated 20 million, half their previous level, according to estimates from Ampere Analysis cited by The Game Business.
Reports quoted Bahl describing the “Call of Duty tax” and discussing feedback on Black Ops 7.
The Modern Warfare campaign is set to go live for players who purchase the early access edition.
- Activision chief marketing officer
- Tyler Bahl
- Call of Duty monthly active users
- Estimated 20 million over the summer, half the previous level
- Black Ops 6 Metacritic score
- 83
- Modern Warfare 3 Metacritic score
- 56 on PS5
- Modern Warfare campaign early access
- October 16
3 sources
What people are saying
We get the coverage
But we call it the Call of Duty tax, when we’re thinking about the reviews or the reception.
It was not something that our community was looking for
They wanted something fresh, and even though there were different time settings, and ways to play the game with new features, that tonal shift is something that they were looking for.