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OTX: Modern Warfare 2 lost brand awareness when Call of Duty name was dropped

Posted Jun 24, 2009 at 4:40AM EST by Karl B.

Listed in: PS3, Xbox 360, PC Gaming Tags: Activision, Infinity Ward, OTX, playstation 3 updates, PlayStation Network

Modern Warfare 2 - Image 1

Tracking firm OTX believes that Activision and Infinity Ward's decision to drop the "Call of Duty" tag from Modern Warfare 2 has cost the game a fair chunk of brand recognition. Speaking to Gamasutra, OTX's GamePlan Insights division head Nick Williams said,

Up until the beginning of May, OTX had been tracking the title as Call of Duty:Modern Warfare 2. 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.

Despite the drop, Williams noted that purchase intent for Modern Warfare 2 is still strong, with the game's Xbox 360 version ranked as the sixth most anticipated title in OTX's charts.

The intensity of the purchase intent is particularly impressive, as illustrated by the high levels of Pre-Order Intent, which is the highest of any title currently being tracked. ... Even without the Call of Duty association, it is still perceived as a must have title.

Activision has also promised the "biggest launch ever" for Modern Warfare 2, so it's very likely that purchase intent and brand recognition for the game will still increase in the months leading up to November.

Modern Warfare 2 launches November 10 on Xbox 360, PS3, and PC.

Via Gamasutra

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The decision to get rid of the CoD tag was stupid at best. I don't care what "reasons" they had, all it does it make people without internet access or any other credible source of game info completely oblivious to the game's existence.

Just call it Call of Duty: Modern Warfare 2, or just call it something different altogether. It's mainly dumb because they said it's a direct sequel to CoD4, yet it doesn't even have the same series label.

# yeah — haru3173 2009-06-24 15:01

they should have sticked with Call of duty: Modern Warfare 2. CoD brand has been out for long time and some people would buy the game just because its a CoD game. Now some people won't know that Modern warfare 2 is a CoD game.

# ok — vizard00 2009-06-24 15:46

infinity yard droped call of duty name just for the bad image of call of duty 5 yeah , and i understand them , they did a great job on the 4 then comme the 5 to disapoint COD 4 fans , COD 5 Producer said " dont compare my game to COD4 " so you can understand the conflict betwen the studios ....

# lolwat — NarooN 2009-06-24 19:06

When did IW have any statements of a "bad image" left behind by it? Blind fan hatred +/+ what IW said. I guess you haven't seen the omega sales CoD5 has produced, even with DLC.

And if CoD5 was a bad game because of it's gameplay, then so was CoD4 by that logic.

# . — Solid Snicker 2009-06-24 23:53

i'd buy THAT for a dollar.

# lol — vizard00 2009-06-25 15:16

gaming scene are daying why just for the arival of HD 3d , most studio now produce games just for HD 3d rendering and titels then ADS ,

exemple :

resident evil 5 VS resident evil 1 2 3 veronica 4

boojo kazooie 360 VS boojo kazooie N64

Rainbow six raven shield VS renbow six Vegas

Fear 1 VS fear 2

game are not just HD 3D its a art of maping and texturing lighing animation music realistic AI ,

COD 4 have all this while COD 5 game play is repetitive and level design is stupid game play too its like a arcade shoot game .

# lol — Master Chef 2009-06-25 21:32

boojo kazooie

Sorry don't mean to insult your English, I can see it's not your first language and yours still isn't bad, I just think it sounds funny

Anyway COD5's gameplay is pretty much exactly like COD4's, they're both very arcadey shooters. Don't know why you feel one is more so than the other

# ok — vizard00 2009-06-27 15:06

so you think COD 4 game play and story line can be compared to the COD 5 one , maybe bouth of them run on the godfather engine , but COD 5 booring , if you are a real gamer youll notice this , the tank mission in COD 5 is teh most stupid mission ever seen , also the bankers mission is booring , ditroying bankers with a counter on top too stupid ,

the anemy soldiers AI is too repetetive .

Man play it 1st then comment , and sory for my english

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