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Call of Duty: Ghosts will feature biggest marketing effort in series' history

9 May 2013

Activision has confirmed that Call of Duty: Ghosts will be accompanied by the most extensive marketing campaign in the series’ history.

Speaking to investors this week (via Seeking Alpha), Activision Publishing chief executive officer, Eric Hirshberg, remained confident that Ghosts – which features a brand new game engine – will raise the bar for first-person shooters.

"We plan to continue building Call of Duty momentum with the release of Call of Duty: Ghosts on November 5 for the Xbox 360, PlayStation 3 and PC," he said. "Ghosts will also be available on next-gen platforms and will be supported by one of the largest sales and marketing plans in the brand's history."

He added: "This is a new direction for the franchise, as Ghosts is expected to deliver an all-new story, all-new characters and an all-new Call of Duty world all powered by a new next-gen Call of Duty engine. Infinity Ward set the gold standard for the first-person genre in the current generation and we expect to do it again with Ghosts. We look forward to sharing more about the game at the Xbox reveal on May 21."

Despite its confidence in the continued success of Call of Duty however, Activision boss Bobby Kotick observed that its top brands will face some stiff competition going forward.

"This year, we expect a number of well-established video game franchises and well-capitalised new entrants to compete directly for our consumers' time and attention, particularly as certain of our competitors have moved their launches into the back half of the year," he said. "Our Skylanders franchise will face much more direct and substantial competition than it has in the past. And our next Call of Duty game will face a more competitive environment than last year.

"The competitive landscape will likely require us to further increase our sales and marketing investments for our 3 largest franchises, especially in the important holiday season."

Call of Duty: Ghosts is due out on November 5 for multiple platforms. While many observers predicted a continuation of the Modern Warfare franchise, Ghosts will feature a brand new storyline and fresh characters, as well as running on the aforementioned new game engine.


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