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Activision has announced new strategic plans for its Call of Duty franchise, including the formation of a dedicated business unit that will bring together various new brand initiatives.
The publisher intends to expand the Call of Duty brand with the same focus seen in its Blizzard Entertainment business unit. This will include a “focus on high-margin digital online content” and further the brand as the leading action entertainment franchise in new geographies, new genres and with new digital business models.
“2010 will be another important year for the Call of Duty franchise,” stated Mike Griffith, President and CEO of Activision Publishing. “In addition to continued catalogue sales, new downloadable content from Infinity Ward and a new Call of Duty release, we are excited about the opportunity to bring the franchise to new geographies, genres and players.”
Activision also confirmed that this year’s Call of Duty title is in development at Treyarch (World at War) and is expected in the autumn. As for Infinity Ward, it’s working on the “first two” downloadable map packs for Modern Warfare 2.
