NEWS - Thursday, June 25, 2009

Modern Warfare 2 Hurt by Name Change?

Activision and Infinity Ward could be cutting into their profits for Modern Warfare 2 by dropping the Call of Duty moniker, according to tracking firm OTX.

Gamasutra reports that in a survey of US gamers conducted by the firm, consumer awareness levels for the game with Call of Duty at the front of the title were at 40 per cent. However this fell to just 20 per cent when the title was switched to just Modern Warfare 2.

OTX boffin Nick Williams does the math: "The Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic."

Indeed it is, although Activision shouldn’t go crying to their bank managers just yet. OTX do go on to say that ’purchase intent’ for the title was still four times above average, and that’s before a sure-to-be-huge marketing push closer to the title’s release this November. Says Williams: "Even without the Call of Duty association, it is still perceived as a must have title."



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