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Activision aiming to make Modern Warfare 2 launch "the biggest ever"

Posted Jun 18, 2009 at 4:12PM EST by Mabie A.

Listed in: PS3, Xbox 360, PC Gaming Tags: Activision, Mike Hickey, TBWA

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Activision's got high aims for the debut of Modern Warfare 2 (Xbox 360, PS3, PC), picturing it to be the "biggest entertainment launch ever." That's not such a stretch too, considering how highly-anticipated this title is. And it's all up to TBWA, the global ad agency tapped by Activision for the job, to make it happen.

"We believe the idea that TBWA presented to us delivers on that goal," said Brad Jakeman, Chief Creative Office for Activision, in an interview with Advertising Age. "What we liked most about the TBWA campaign is that it's an idea that's big enough to be articulated in lots of different kind of media... that is always the acid test for a great idea."

The company's ultimate goal, in terms of marketing at least, is to top the launch of Grand Theft Auto IV, which generated a whopping US$ 310 million, thanks to the 3.6 million units sold in global sales in a mere 24 hours. Prior to that, the holder of the "biggest launch" was Bungie's Halo 3 launch in September of 2007, which resulted to 1.7 million copies, and raking in US$ 170 million in revenue.

Even Mike Hickey of Janco Partners is banking on a major success for Modern Warfare 2's launch. "We believe Call of Duty: Modern Warfare 2 likely be the largest video game release for [calendar year] '09." His guestimate: 11.1 million copies sold around the world -- in two months.

Related Modern Warfare 2 Articles:

Via Gamespot

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They're getting a bit too hot-headed now. I don't think CoD is as popular or well-known as GTA or Halo. A lot of people are well aware of the upcoming game but just don't care. I think they'll have a big launch, but it won't be the biggest ever.

When it comes down to it - this is just marketing right here, they're just building up hype, which does help to get blind consumers and faux-gamers to purchase the product just because it's popular.

# ... — papajag 2009-06-18 18:13

Trust me MW2 will sell more that Halo but maybe not GTA. Also the fact that's in 3 platforms will help boost the sales even more. I only hope that the game is worth the hype.

You're 2nd paragraph makes sense and that the hype will attract the people that haven't bought CoD4 because of the great reviews.

# i already reserved it — narutosaiyan 2009-06-18 18:35

but the over hyping of this game is staring to annoy me. yes its gonna be great but seriously if u hype it up to the max and the game comes out and it doesn't meet the standards then ur screwed. look at halo 3...they put the hype for that game on steroids and i gotta say i played it a week and then i went back to resistance

# hmmmm — fearlubu 2009-06-18 20:41

but doesnt WoW hold 2 of the biggest launches?

i thought i saw an article saying that LK beat out BC

and even as there are an insane amount of FPS fans, im afraid there are even more MMORPGers....

but theyll surely put up a damn good fight

# Huh? — GUNBEHINDTHESUN 2009-06-18 23:31

"We believe Call of Duty: Modern Warfare 2likely be the largest video game release for [calendar year] '09."

I guess he just meant to say Modern Warfare 2, right? Can't legally use the Call of Duty name anymore.

# i dunno never like cod — PSNDonutDude 2009-06-19 00:50

bad company is a much better online experience with friends just to have fun plus you get to blow ***** up. and the single player campaign lacked but it made up for it in humor. cant wait till bad company 2. now cod fans can you take down a building on your enemies heads i dont think so... just saying. this cod looks like one that i might buy though so like i said i dunno

# . — NarooN 2009-06-19 03:25

It's not called CoD, but it's still in the same series and takes place right after 4. He meant the same thing.

Just like how people tried to say that CoD: WaW wasn't a part of the main series and how it wasn't CoD5 just because it didn't have 5 in the title. They ditched the numbering because it'd just look silly having 5, 6, 7, etc. in the title by now.

# ok but — vizard00 2009-06-19 14:02

beter for infinity yard to set a big big ad compaing for the release of MW2 specialy if the game is bad yeah ,

remamber bionic commando , needd for speed underground , fuel of war ,

sure we will see alotof ad banners images , but we need a real demo 1st yeah

a multiplayer and singel player demo to chek the game not the bugs but the concept .

remebre good games dont need ads .

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Activision aiming to make Modern Warfare 2 launch "the biggest ever"

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