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Activision is working on content for Call of Duty that players don’t even know they want yet, Activision Publishing CEO Eric Hirshberg told Wired.com last month.
Hirshberg says the publisher treats the Call of Duty franchise as a persistent world for players.
“The idea of giving people constant incremental playable content and making it so you’re never more than a few weeks away from the next new experience within the Call of Duty universe is part of what we’re experimenting with,” Hirshberg said.
“This franchise doesn’t really behave like most franchises,” he said. “It’s become something of a year-round activity for a large percentage of our player population.”
Hirshberg says that regularly delivered content is what consumers want.
“One of the things that was most appealing when we were researching these ideas with consumers is the idea of breaking up the DLC so that it comes more often and more regularly,” Hirshberg said. “We want to provide DLC to people more often and also experiment with more of a variety in the forms of playable content.”
He concluded: “The nature of this kind of service requires constant iteration. There are things [in development] that consumers don’t yet know they want… because they can’t imagine it.”
Modern Warfare 3 will receive its first DLC on January 24 for Elite subscribers, including the Park map.
About the Author
Call of Duty: Modern Warfare 3
- Platform(s): iOS, macOS, Nintendo 3DS, Nintendo DS, PC, PlayStation 3, Wii, Xbox 360, Xbox One
- Genre(s): Action, First Person, Shooter
