Survey says: Without 'Call of Duty,' Modern Warfare 2 is less recognizable brand

by Randy Nelson { Jun 24th 2009 at 3:30PM }

You may find this hard to believe, but removing the Call of Duty from Modern Warfare 2's title -- it's confusing some people. In fact, according to a survey conducted by GamePlan Insights -- a game tracking service offered by OTX -- and reported by Gamasutra, 50% fewer people knew about the game.

"In other words, the Call of Duty brand association essentially doubles the awareness for the game," GamePlan head Nick Williams told the site. "That is quite a remarkable statistic." Williams went on to state his revalatory belief that the massive marketing push Activision has lined up for the game (on the scale of "biggest entertainment launch of all time") should quash any consumer confusion.

Wait -- "Activision?" We've heard of an "Activision Blizzard;" are they the same company? We're only half convinced.

Tags: activision, activison-blizzard, call-of-duty, infinity-ward, modern-warfare-2

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Reader Comments (Page 1 of 3)

WiredKnight @ Jun 24th 2009 3:35PM

Wow people are idiots.

Ashitaka @ Jun 24th 2009 3:46PM

I guess you just confirmed that with your comment...

You're calling people idiots because they don't recognise a game without the title that made its franchise popular? You know, not every single gamer keeps up with the latest news on sites like Joystiq.

bustew (PSN & Live) @ Jun 24th 2009 3:57PM

I agree with Ashitaka...I'm guessing that of the 10+ million people who played COD4, a pretty small percentage check gaming news sites.

This is a pretty bold move for IW to drop the name that made them famous. They are really locking themselves into this particular storyline unless they plan to go back and make another COD game at some point.

However, I don't disagree with their choice, seeing as how the COD name has been watered down by switching back and forth between WW2 and Modern Warfare for the past few iterations.

Mr Khan @ Jun 24th 2009 4:31PM

Hey, its easy for anyone to forget the origins of things, much like how Wario Land was Super Mario Land 3

Eh @ Jun 24th 2009 4:45PM

I agree. People are idiots for removing a name with tremendous selling power from their game and instead opting for the subtitle nobody says.

Wonderflex @ Jun 24th 2009 5:58PM

Although I recognize the title, I think it sounds better with the "Call of Duty" tied in - meh. I may just be an idiot though.

Now, if I really had my way I would give it a street fighter name:

Call of Duty 4: Modern Warfare 2 Double Impact

- unrelated - if they did keep the "call of duty" title, would this be Call of Duty 5 or 6? World at War doesn't have a number, right?

WiredKnight @ Jun 24th 2009 7:32PM

@ ashitaka

Yes. I would expect a little more than half the people playing the biggest game on XBL to at least have heard that there's a sequel coming out, or recognize the font, maybe? I don't understand how by going from "Call of Duty 4: Modern Warfare," to "Modern Warfare 2," so many people are just clueless.

And thanks for the personal attack, it was a nice touch.

playcrackthesky @ Jun 24th 2009 7:58PM

Ashitaka,

Sure, not everyone has time to constantly check gaming news, frankly, I don't even really care. But for the rare occasions that I do check these days, this is the garbage I see. How is this news?

Who bloody cares.

"That is quite a remarkable statistic."

Are you freaking kidding me!? Gosh, I should have been born in the 1920's...so over this.

Ashitaka @ Jun 24th 2009 8:39PM

@ WiredKnight

I'm really sorry for the personal attack but it's just that your comment was so frontal and you outright labelled those people idiots that I just had to say something. I tried to tone down my comment though, thus the suspension points/ellipsis (whatever you call '...').
I do agree with you at some point, I mean, people who thoroughly enjoy the CoD series surely must wonder when the next game will come out and if Modern Warfare TWO isn't hint enough, then with a little research answers are found soon enough. However, if after a quick research those same people still wonder what the next iteration of the CoD series is then yeah, they mustn't be that bright.

@ playcrackthesky

I agree with you, nowadays it seems that there are statistics for everything. And while it's pretty obvious that the lack of the brand Call Of Duty will have a certain impact on public awareness, who the hell cares if that impact is 30% or 40%? I certainly don't, the developers must be the only ones eager to get this kind of info.

WiredKnight @ Jun 24th 2009 9:08PM

@ashitaka

Yea, that's really all I was saying. It just seemed really surprising that a sequel to one of the most popular games in the history of online shooters was somehow beyond the recognition of half of the people who *played* it. It's hard to believe that so many people just have absolutely no idea, let alone hearing about it.

Taylor. Yes, Taylor. @ Jun 24th 2009 9:49PM

Well, I didn't recognize it.

I loved call of duty back in the day, but I never played COD: Modern Warfare much so the name just doesn't stick in my head.

I'm always interested to hear about a new "Call of Duty game" because I liked the original call of duty. I'm not looking for a new "Modern Warfare" game, so I probably wouldn't even notice it amongst all the games out there if I saw it on a shelf.

That's why every Halo game from now to eternity will have "Halo" in it's name, so people know what it is supposed to be!
-Taylor

Silencio @ Jun 25th 2009 3:45PM

I'm still gonna say, "play some Call."

Crazy-008 @ Jun 24th 2009 3:35PM

Taking off the call of duty should keep the noobs outta the online matches then....

Mein Bratwurst @ Jun 24th 2009 3:42PM

That's what I was thinking.

Xvnine @ Jun 24th 2009 7:58PM

Yea! So all those times you thought you were so damn good, now you can see you were a bit above average!

Crazy-008 @ Jun 24th 2009 11:59PM

@ Xvnine
aww come on... don't be so hard on yourself. a lil challenge never hurt anyone....

Boff @ Jun 25th 2009 5:28AM

"But I wanted to n00b teh owns!"

CTC XBL-supapaypamawio PSN-ctclaw @ Jun 24th 2009 3:36PM

I'm betting they will bring back the Call of Duty part of the title before the game releases. Why wouldn't they? With it, millions will buy it off the name alone. It's not like having Call of Duty in the name is going to effect review scores or how the game plays.

McKeyDee @ Jun 24th 2009 3:41PM

I'm sure they will mention Call of Duty 4 in all their tv trailers somewhere.

Like, 'From the developers that brought you the GOTY winning game, COD4.'

CTC XBL-supapaypamawio PSN-ctclaw @ Jun 24th 2009 3:45PM

I'm sure they'll mention that in commercials and ads, but a lot of people that would buy it are people that pick games based off the case and name. Most people don't visit blog sites all day and know about games, they just pick up whatever their friends told them to get.

Sora @ Jun 24th 2009 4:03PM

They could just put a sticker on the case saying "From the team that brought you COD4" or something.

CTC XBL-supapaypamawio PSN-ctclaw @ Jun 24th 2009 4:21PM

Yeah they could do a sticker, but adding Call of Duty would be more effective. If the average customer see's Call of Duty World at War next to Modern Warfare 2, what game do you think they'll pick?

Mr Khan @ Jun 24th 2009 4:33PM

They'll call it "A new world based on Call of Duty" or something. It won't be as much of an issue

The Dark Wayne @ Jun 24th 2009 4:49PM

even if they dont brand it as so, ive heard gamestop employees as well as target ones refer to it exclusively as CoD Modern Warfare 2. I bet even if IW doesnt change it, gamestop will tell people it's CoD

rambodude72 @ Jun 24th 2009 4:53PM

but alot of people already have world at war so that shouldnt be a problem but yeah i agree adding cod to the front would still be the most effective way

protofunc @ Jun 25th 2009 11:57AM

Although branding it "CoD" might add some buying power, i have to support IW for dropping the name.

The title "Call of Duty" really is starting to get watered down. I'm kinda starting to get tired of it myself.

Combined with the fact that it's shared by two developers? If i had a product, i'd want to be able to call it my own and not have to worry about A.) somebody else ripping off my ideas (which is EXACTLY what CoD:WaW was) B.) somebody else tarnishing the name of the overall game (because believe it or not, not everybody knows two developers put out the CoD's).

So yeah, i like the fact that CoD is gone out of the name.

As far as marketing: i really don't think it'll have that much of an effect on sales. I'm pretty sure ALMOST EVERYBODY who's plays CoD4 and CoD:WaW knows that Modern Warfare 2 is a sequal. Furthermore, if just a percentage of those people buy the damn game - which i'm pretty sure they will - then it'll be one of the biggest selling titles for sure.

sony boy @ Jun 24th 2009 3:37PM

i don't get why people never say actibliz or something.

Geist @ Jun 24th 2009 4:15PM

BLIZACTIPOW

pd771 @ Jun 24th 2009 3:39PM

It makes perfect sense. Not everyone who enjoyed Modern Warfare is a hardcore gamer. I sort of expected this, but with the advertising it should be fine. Take original logo, morph into new one during commercial, problem solved.

joeybeast @ Jun 24th 2009 3:40PM

How the hell did IW convince Activision to drop the COD from the name?

False @ Jun 24th 2009 3:45PM

Their games make millions of dollars, are always one of the most-played online games, and are consistently among the most anticipated titles of the year.

If they say "Drop the Call of Duty name", it'll get dropped. What's Activision going to do? Say no and piss off the golden goose?

Ninja_Nun @ Jun 24th 2009 3:47PM

Cookies, and a well timed insertion into their corporate jet, and you thought finishing mile high club on veteran was for nothing; training i tell you!

joeybeast @ Jun 24th 2009 3:59PM

False,

I'm just curious how can Activision justify the change from a business stand point.

"If they say "Drop the Call of Duty name", it'll get dropped. What's Activision going to do? Say no and piss off the golden goose?"

Last time I checked, Treyarch's Call of Duty games do just fine on the sales chart.

sicsided @ Jun 24th 2009 4:20PM

because who established that name in the first place with a great game? IW and Activision. So if Activision-Blizzard wants to create a new franchise/game, who are they going to turn to first?

Mr Khan @ Jun 24th 2009 4:36PM

Activision's the one in control, not Infinity Ward. They'll do as Activision tells them

joeybeast @ Jun 24th 2009 5:02PM

sicsided,

Seriously, it's activision we are talking about, you honestly think they want to fuck with it's most successful (sales and critic review wise) franchise???

Xvnine @ Jun 24th 2009 8:10PM

"it's most successful franchise???"
Define that better.

RanWitScissorz @ Jun 24th 2009 3:43PM

When I first heard the name "Modern Warfare 2" without seeing any video and just the text, I thought they were referring to Battlefield: Modern Combat, so I can see why this is true.

snake @ Jun 24th 2009 3:40PM

well, i found it pretty obvious when they announced it wasn't going to have the call of duty moniker, that it was a stupid move (marketing-wise)

sncrjames @ Jun 24th 2009 3:40PM

It's true.

Also, why is the Joystiq writers' grammar so horrendous? It's like trying to read an autistic kid's diary.

CH3BURASHKA @ Jun 24th 2009 3:44PM

Because you live in a 3rd world country. Their grammar is flawless.

Shade @ Jun 24th 2009 4:11PM

"Is writers"?

gib @ Jun 24th 2009 6:56PM

@ Shade

The "is" refers to the grammar of the Joystiq writers, and not the writers themselves. Grammar is singular, not plural. That IS proper English.

Ben @ Jun 24th 2009 6:57PM

Shade, the 'is' relates to the singular 'grammar', not the plural 'writers'. Sorry.

False @ Jun 24th 2009 3:41PM

The Call of Duty title is played. Infinity Ward effectively spun off its own franchise. Let the Call of Duty title rot with Treyarch.

ecko @ Jun 24th 2009 3:45PM

Agreed. Why would IW want to be remotely linked with that turd of a studio. And if it means half the tards playing MW2, so be it. Maybe it'll help cut down on the tube and nade spamming, martyrjugging heavys...grrr

Skaz @ Jun 24th 2009 4:11PM

Except the name alone is a sure fire way to sell millions. And the last time I checked, Treyarch did a hell of a jorb with world at war.

OMGOMG @ Jun 24th 2009 4:24PM

Are you serious? Just becasue Treyarch isn't on the level of an IW doesn't make them "teh suck". I think everyone would agree that with COD4, IW made the "leap", if you will, making them one of the elite developers out there right now, along with Bungie, Blizzard, Rockstar North, Bioware, Nintendo's several development teams, and Bethesda.

I think hating on them because they aren't in the pantheon of game development right now is just stupid. It's like saying your girlfriend is ugly because she's not Megan Fox. Well, no shit, but I'm sure she's still hot (hopefully).