Activision says 'Call of Duty tax' has changed how games media covers the series
Activision claims the scale of Call of Duty has made its huge audience feel like the status quo. According to the company, this leads people to overlook the effort put into each release. It says games media no longer covers Call of Duty as it once did.
Activision is arguing that Call of Duty’s enormous reach has shaped how the series is perceived. When a franchise becomes that familiar, the company says, audiences can treat its releases as routine rather than notable. That perception, according to Activision, can cause the work behind each game to be overlooked.
The company also says the games press now covers Call of Duty differently than before. In its view, the series’ scale has altered media attention, even as each entry still requires effort. These claims are Activision’s own characterization of coverage and audience response.
The debate may affect players, developers, and media outlets. If audiences accept Activision’s framing, they could become more aware of production effort behind major releases; if not, skepticism about corporate messaging may grow. Coverage choices could influence which games receive attention, potentially shaping public conversation and consumer expectations. Because this is one company’s claim, its broader societal effect may be limited or contested.