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Modern Warfare 2 has 'lost brand awareness'

Call of Duty name drop baffling consumers, says tracking firm
Modern Warfare 2 has lost a big chunk of brand recognition in dropping the Call of Duty name, warns tracking firm OTX.

Speaking in a chat with Gamasutra, OTX's Nick Williams said that public awareness for the shooter sequel dropped 20 percent when Activision revealed the official name would ditch the CoD moniker.

"Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2," he said. "More specifically, we asked a representative group of gamers in the U.S. whether or not they had heard of Call of Duty: Modern Warfare 2. At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title.

"However, once it became clear that Activision was positioning the title as Modern Warfare 2, OTX removed 'Call of Duty' from the consumer survey, and the awareness levels dropped to 20 percent. In other words, the Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic."


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Despite the lower than expected Joe Blogs awareness though, Williams says he doesn't think Modern Warfare 2 sales will be impacted much.

"Despite this dramatic drop in awareness, the purchase intent for Modern Warfare 2 remains very strong," he said.

Frankly, we're equally as baffled as to why Activision dropped the Call of Duty name. Does Infinity Ward want to distance itself from Treyarch's games that much?

computerandvideogames.com
// Interactive
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Posted by stonecold77
i thought I read that the name had been reinstated......
Posted by AJB123644
Umm let's be fair I think the dropping of 'Call of Duty' brand was the best thing IW and Activision could have done. Call of Duty will always for me be about WW2.

It may not get as much recognition since the brand drop but MW2 has a chance to create a new series purely by IW and be just as good as their previous games. We need to get away from the COD franchise so that IW can develop MW in a different way without always being referred back to the COD games.
Posted by monty_79
Bothered. I have never played any of the Call of Duty games but will probably get MW2 as it looks quite amazing.

Maybe Actavision made them break away deliberately. That way, they now have two franchises so they can release a game every 6 months rather than once a year, thus doubling their profits. Not that Activision are money grabbing *******s or anything..
Posted by G_R7
Me too. I'm sure this site had reported it would be CoD: MW2.
Posted by dark_gamer
That was because even though the title had been dropped, some incompetent nonce from Activision still reffered to it as Call of Duty which made CVG assume it had been reinstated.

Then again they're not exactly great at their job either :roll:
Posted by Dajmin
I think I agree with AJB here. Call of Duty has always been a title which speaks of historic battles.

It's quite a big risk, and I think a brave one by IW. Whether it's to split themselves off from Treyarch or not, it won't affect sales that much.

People who loved CoD4 (should we call it MW1 now?) will recognise it, be watching for it, and know as much about the name changes as anyone else. People who didn't like CoD4 and prefer the WW2 stuff can stick to the standard CoD tag for their kicks.
Posted by yerbluesjohn
By the time the TV ads start, which will no doubt mention Call of Duty, this won't matter.
Posted by Miss_Wacy
was stupid droppim call of duty from the title tbh
Posted by svd_grasshopper
everyone will know its a CoD by the time it hits the shops.

and they will probably mention "from the makers of CoD(4)"

bit like cat stevens/yusef... wants to change his name and beliefs but cashes in on his old name. "from the man known as cat stevens" or whatever it says.
Posted by Dajmin
Or the Artist Formerly Known as the Artist Formerly Known as Prince :)
Posted by feeg86
Do you honestly think that people will not recognise that its linked to the first?
Posted by bunneyo
dull people wont recognise it, i.e americans!
Posted by gogo65uk
Not hugely bothered about this story lol its coming out I'll either buy it or may not will see simple as. Think the ones that for some reason thought cod4 was the best will get it for sure but I won't ever see it as a true cod game.
Posted by G_R7
I agree with the report. I work in GAME and last Xmas was a nightmare for CoD5 because there wasn't a 5 in the title. Many perents sent in by their kids didn't know what they were looking for apart from the fact their kids had said Call of Duty 5. When I showed them World at War many though I was giving them the wrong game! Now this year, when they come into the shop to get Call of Duty 6 and it doesn't even say CoD6 on the box it will be x10 worse!

Still, all the people will be playing the game will know what it is, CoD on the box or not.
Posted by Sleepaphobic
whatever activision, i will always call it cod and i hope i piss off a few people in the process
Posted by AJDarkstar
The Dark Knight dropped the Batman name in the title. Did quite well, if I remember correctly.
Posted by flash501
It will be one of the biggest game launches probably of all time, there might be some people at the moment who won't recognise it without having COD in it's name, but come launch time everyone and their granny will be in the know about it.
Posted by pp82
Why doesn't he get a real job who cares if people are aware or not
Posted by Barca Azul
You would have to have been hidden under a rock for the last year and a half to not know its CoD, are they Mental?

Who cares if its in the Title or not!
Posted by Jensonjet
While a name is important (Operation Flashpoint!) I can't imagine the awareness or ultimately the sales for Modern Warfare will be affected at all. I expect if Infinity Ward were pulled from the series and made their own breakaway game the sales would probably only be slightly affected. People who love first person shooters or modern combat games will always seek out AAA titles.

What's surprising is the dropping the Call of Duty name could affect the sales for the future of this series. Assuming Treyarch aren't allowed to use Modern Warfare 2's game engine and go back to WWII for the millionth time, I think it could certainly spell fewer sales. I think the Call of Duty series needs to move into new era's and cover other wars and conflicts to survive. With announcements for new games coming ever quicker in their development cycle, I'm surprised Call of Duty 6 hasn't been made public.

Does moving Infinity Ward away from the Call of Duty series mean another developer will be brought in to alternate the series with Treyarch? Or in fact, as Activision effectively own Modern Warfare, could another developer be brought in to alternate with Infinity Ward? I don't think so, but then who'd have guessed id would have been bought out!
Posted by KMakawa
Sales wont take a hit from the title drop to be honest, Not when the MOTD in Call of Duty 4 will have Modern Warfare 2 is now in stores, and all that jazz, Mostly people who have played COD4 will get MW2, other people buying it, is just well a bonus really
Posted by lwill
I know this may sound like a stupid question, but, by dropping the Call of Duty from the name, does that mean it's no longer part of the COD series?

If so, the fact that the game is a sequel to one of the games in the COD series would sort of contradict that, I don't really know what's best.
Posted by lordirongut
I want whatever this guy was drinking before he said this.
Posted by Bazcube85
How can they broke any from the COD name when the first MW was released under the COD name it will always be COD to me and I did read from this mag that they had put the COD name back to the title we will know by release day what the final decide is.
Posted by The_Hun1
Can you blame them, for trying to distance themselves from that other mob, who make rubbish call of duty games?..... me neither
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