Activision says it's changing things up this year with respect to how it markets and promotes the year's new Call of Duty game, which is Call of Duty: Black Ops 7.
Activision marketing chief Tyler Bahl told Variety that by early June, Activision normally would have already "teased everything that's coming out" for a new Call of Duty game. But with Black Ops 7, Activision is intentionally holding back information to create a Beyonce-like effect, he said, referencing the singer Beyonce's surprise-release of her self-titled album in 2013.
"I think in a lot of ways we're setting this up more like a Beyonce album dropping; nobody's going to know about it, or nobody's going to see it coming," Bahl said.
Of course, Bahl is exaggerating here. Millions of people already know about Black Ops 7 and are awaiting its release later this year. A Call of Duty game coming to market annually is one of the safest bets a person could make in gaming. Since 2004, Activision has released a new Call of Duty game every year.
Whatever the case, Bahl said the aim with Black Ops 7's marketing was to "really do something different, and for us to zag and show up in a unique way."
"One way of doing that is almost not doing any pre-promotion and giving it to players in a really unexpected way," Bahl said.
The Black Ops 7 announcement trailer capped off Microsoft's Xbox Games Showcase on June 8. The game is set in the year 2035 and aims to be the "most mind-bending" Black Ops game yet. Black Ops 7 is also notable because this is the first time Activision is releasing Black Ops games in back-to-back years.
The Black Ops 7 trailer concluded with a possible tease for a new Warzone map.
Source
Activision marketing chief Tyler Bahl told Variety that by early June, Activision normally would have already "teased everything that's coming out" for a new Call of Duty game. But with Black Ops 7, Activision is intentionally holding back information to create a Beyonce-like effect, he said, referencing the singer Beyonce's surprise-release of her self-titled album in 2013.
"I think in a lot of ways we're setting this up more like a Beyonce album dropping; nobody's going to know about it, or nobody's going to see it coming," Bahl said.
Of course, Bahl is exaggerating here. Millions of people already know about Black Ops 7 and are awaiting its release later this year. A Call of Duty game coming to market annually is one of the safest bets a person could make in gaming. Since 2004, Activision has released a new Call of Duty game every year.
Whatever the case, Bahl said the aim with Black Ops 7's marketing was to "really do something different, and for us to zag and show up in a unique way."
"One way of doing that is almost not doing any pre-promotion and giving it to players in a really unexpected way," Bahl said.
The Black Ops 7 announcement trailer capped off Microsoft's Xbox Games Showcase on June 8. The game is set in the year 2035 and aims to be the "most mind-bending" Black Ops game yet. Black Ops 7 is also notable because this is the first time Activision is releasing Black Ops games in back-to-back years.
The Black Ops 7 trailer concluded with a possible tease for a new Warzone map.
Source