‘Call of Duty Tax’ Blamed for Softer CoD Reception by Marketing Lead
Activision marketing chief Tyler Bahl says Call of Duty faces a “Call of Duty tax”, suggesting the long-running series’ popularity and scale can be overlooked in reviews and coverage. The claim comes as interest in Modern Warfare 4 appears softer than for last year’s release, raising questions about franchise fatigue and the cost of annual launches.
Circana data puts US console and PC players’ purchase intent at 15% for Modern Warfare 4 in August 2026, compared with 21% for Black Ops 7 in August 2025. The article notes that last year’s game was blamed on its Game Pass availability, while Microsoft removed this year’s release from the service in a move reportedly costing $300 million in lost revenue; it also suggests attention around GTA 6 may be affecting the game’s profile.
- Activision says Call of Duty’s longevity may count against its reception.
- Modern Warfare 4 purchase intent is 15%, down from 21% for Black Ops 7.
- Annual releases face questions about fatigue, cost and competition for attention.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Bahl’s argument is that a familiar, large-scale series may be judged against unusually high expectations, so its continuing production values and appeal can be discounted as routine. The lower purchase intent may also reflect factors beyond the game itself, including competition for attention from GTA 6 and the timing of the survey.
The case against
The “Call of Duty tax” risks explaining away weaker interest rather than addressing it: purchase intent fell from 21% to 15%, despite this year’s release being kept off Game Pass. That pattern is consistent with players tiring of annual launches or choosing to wait, and the substantial revenue reportedly sacrificed to remove the game from the service makes the softer reception a meaningful concern for the franchise.