New Call of Duty Release Faces Stiff Competition in Gaming Market

Actress Kiernan Shipka features prominently in Black Ops 7’s storyline campaign

Certain expectations remain constant in the gaming world, including the annual arrival of a new Call of Duty installment.

As one of the most recognizable franchises in video gaming, the series requires little introduction.

Publisher Activision reports approximately 500 million copies sold, with a film adaptation in development, and despite launching in 2003, the series consistently ranks among yearly top sellers.

However, this year the premier military shooter confronts significant challenges.

Battlefield 6, a major success for competing publisher Electronic Arts, has drawn attention from the established franchise.

Meanwhile, long-term Call of Duty enthusiasts have expressed increasing concern about the series potentially straying from its core identity.

The confrontation between these multiplayer giants occurs during an intriguing period for Call of Duty’s creators, who have addressed “worries about the series losing direction.”

The franchise has long offered “operator skins” that alter character appearances.

These frequently involve brand collaborations, with previous designs featuring celebrities including soccer star Neymar Jr, streamer NickMercs, and rapper Nicki Minaj.

However, when Activision introduced skins based on 1990s cartoon characters Beavis and Butthead this year, it prompted criticism.

Fans accused the company of emulating Fortnite, the popular multiplayer game renowned for unexpected collaborations, including “pop artist Sabrina Carpenter and an AI-voiced Darth Vader in 2025.”

Activision acknowledged fan feedback “resonated deeply” and took seriously concerns about the series’ identity.

The release follows parent company Microsoft’s 20% price increase for its Game Pass subscription service, which frustrated many players.

Black Ops installments immerse players in worlds of conspiracy and espionage

When meeting with BBC News, lead producer Natalie Pohorski and senior communications director Stephanie Snowdon emphasized Black Ops 7’s single-player narrative.

Battlefield 6’s equivalent mode received mixed reviews, while Call of Duty teams are celebrated for creating explosive narrative sequences.

Black Ops-themed games typically present blockbuster-style narratives about covert operatives uncovering extensive conspiracies.

Black Ops 7 continues directly from 2012’s Black Ops 2, set in 2035 and involving global terrorism threats and ambiguous technology corporations.

Natalie explains that the “Black Ops framework” enables developers to investigate themes other games cannot.

“We explore compelling, timeless concepts… with infinite interpretive possibilities,” she says.

“We pose questions relevant across eras—issues of trust, visual perception reliability.”

Milo Ventimiglia assumes the role of protagonist David Mason

As a gaming industry leader, Activision attracts prominent talent to Call of Duty projects.

Black Ops 7 features Kiernan Shipka, recognized for Netflix’s Chilling Adventures of Sabrina, and This Is Us star Milo Ventimiglia.

Kiernan tells BBC News she recognizes Call of Duty’s substantial profile and fan expectations.

She describes her involvement as “genuinely thrilling.”

“I appreciate dedicated fan communities,” she states.

“When a project inspires such passionate support over time, you’re entering something remarkable.

“Audience reactions will unfold naturally.

“Focusing on that feedback wouldn’t be productive.”

As a former Call of Duty player, Milo acknowledges fan standards.

“I certainly hope I don’t disappoint anyone,” he comments.

When asked about potential player fatigue with annual releases, he believes Black Ops 7 will exceed expectations.

“This installment completely surpasses previous games in narrative depth and direction,” he asserts.

However, Call of Duty’s campaigns, regardless of quality, aren’t the primary attraction for most players.

The franchise’s enduring success stems from multiplayer mode popularity, and Black Ops 7’s performance will be evaluated on this basis.

When questioned about Battlefield’s substantial player base influencing development, Natalie and Stephanie maintain their focus remains exclusively on perfecting Black Ops 7.

Regarding unique offerings compared to Battlefield, Stephanie notes, without direct comparison, that Call of Duty provides “diverse and extensive” gaming experiences.

“More fundamentally,” she continues, “I view games as connection and entertainment platforms.

“They’ve definitely fostered important relationships in my life.

“I hope people continue building those connections and bonds, with increasingly widespread gaming participation in future years.”