Key facts
- Modern Warfare 4 aims to regain market share after last year's Black Ops 7 underperformed.
- Players can now disable controversial cosmetic skins in Modern Warfare 4.
- Activision views the release of GTA 6 as an "opportunity" to attract new gamers.
- Captain John Price's story arc concludes in Modern Warfare 4.
Call of Duty: Modern Warfare 4 is set to launch on Friday, with publisher Activision aiming to recapture its former glory after a disappointing performance last year. The franchise's chief marketing officer, Tyler Bahl, acknowledged that the previous installment, Black Ops 7, missed expectations, leading to a drop in sales charts in both the US and UK. Players can now opt out of controversial cosmetic skins, a move designed to address fan complaints. Activision is employing extensive promotional efforts, including elaborate street installations in London and Los Angeles, to generate buzz for Modern Warfare 4. Bahl views the upcoming release of Grand Theft Auto 6, a highly anticipated title, not as direct competition but as an opportunity to draw more players into the gaming ecosystem. He highlighted that the social aspect of Call of Duty, where friends gather, is a primary draw for players. Modern Warfare 4 will also serve as the conclusion to the story arc of fan-favorite character Captain John Price.