For more than two decades, a new Call of Duty has arrived almost every autumn. The series remains an annual sales powerhouse, but its place in gaming culture has changed during the past 10 years.
As live-service games have grown, Call of Duty has become a huge online multiplayer ecosystem of its own. New entries were once viewed as defining showcases for gaming technology; now, their arrival can feel closer to a new Madden or NBA 2K season. Activision chief marketing officer Tyler Bahl describes the critical burden attached to the brand as the “Call of Duty tax”.
Why Activision talks about a “Call of Duty tax”
“We get the coverage,” Bahl said in an interview with The Game Business. He explained that the phrase refers to reviews and reception, particularly when critics compare the long-running series with the constant flow of indie releases and new games appearing on Steam.
Bahl also pointed to the scale of development behind the franchise, saying that 4,500 employees are working to create the best possible experience. In his view, the series’ longevity can cause that effort to fade into the background.
That tension is familiar across the games industry, including the arcade sector covered on the RETROCADE Arcade Blog: established names often carry enormous expectations even when audiences are looking for something new.
Recent reviews have become less predictable
Like major annual sports franchises, Call of Duty often sells extremely well even when reviews are mixed. The series was once regularly rated in the high 70s and low 80s on Metacritic, but recent releases have also landed in the mid-60s.
Call of Duty: Black Ops 6 broke that recent pattern in 2024 with an 83. Its 2025 follow-up, Black Ops 7, received a 65. The 2023 release Modern Warfare 3, which this year’s game follows, fell to a franchise-low score of 56 on PS5.
For players comparing different ways to enjoy classic and modern games at home, RETROCADE’s arcade machine buying guide offers a separate starting point for choosing suitable hardware.
Player numbers add pressure
Bahl’s “tax” is not only about critical perception. Player activity has reportedly weakened as well. Data estimates from Ampere Analysis, cited in the interview, indicate that Call of Duty’s monthly active users dropped sharply after Black Ops 7 launched.
During the summer, the estimated audience fell to 20 million monthly players—around half its previous level. Surprise ports of Black Ops 1 and Black Ops 2 provided a boost, drawing on nostalgia while reminding players of the franchise’s earlier commercial and cultural dominance.
What Activision says about Modern Warfare 4
Bahl acknowledged that Black Ops 7 did not deliver what the community was seeking. He said players wanted something fresher, and that differences in time period, new features and gameplay options did not fully address the desired change in tone.
Activision has already said that a future instalment will launch a new sub-franchise, with groundwork reportedly underway. For now, the company is placing emphasis on Modern Warfare 4, which Bahl said responds to feedback about the direction of the previous game.
The campaign becomes available to customers who purchase the early-access edition from October 16.
Whether the new release can reverse the series’ recent momentum will be closely watched. As with any high-profile arcade cabinet or home gaming setup, audience expectations can matter just as much as the hardware and features themselves; RETROCADE’s arcade machines cover a different but equally hands-on way to play.
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