Modern Warfare 2 to be "biggest entertainment launch ever" - Activision

Megapublisher tasks high-powered ad agency to top Grand Theft Auto IV's day-one sales total of 3.6 million units and $310 million.

"What would Don Draper do?"

That's probably a question being asked in the Los Angeles offices of TBWA/Chiat/Day, the global ad agency that has been retained by Activision. According to the online edition of Advertising Age, the company has been given a task worthy of the Mad Men fictional marketing master--making the November 10 launch of Modern Warfare 2 the "biggest entertainment launch of all time."

Ad campaign or not, gamers in colder climes will brave rain, sleet, and snow to get Modern Warfare 2 on November 10.

"We believe the idea that TBWA presented to us delivers on that goal," Activision chief creative officer Brad Jakeman told the magazine. "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 first non-teaser trailers for Modern Warfare 2 had high-profile debuts during the NBA Finals telecasts in May. Besides television, TBWA's marketing campaign is expected to target billboards, print, online outlets, social media, and "out of home advertising," a blanket term that covers billboards, digital displays, and other signage.

According to Advertising Age, Activision is specifically aiming to top the launch of Grand Theft Auto IV, published by rival Take-Two Interactive. That game's global launch on April 29, 2008, saw 3.6 million units of the PlayStation 3 and Xbox 360 actioner generate $310 million in global sales in 24 hours. That total beat the previous launch-day sales record set by Halo 3 on September 22, 2007, which saw 1.7 million copies of the Xbox 360-exclusive sci-fi shooter bring in over $170 million in revenue.

It's not just Activision that's making bold predictions for Modern Warfare 2. "We believe Call of Duty: Modern Warfare 2 will likely be the largest video game release for [calendar year] '09," said Janco Partners analyst Mike Hickey in a note last week. He believes that the game will likely sell 11.1 million copies worldwide in less than two months.

413 Comments

  • malfarf15869

    Posted Nov 12, 2009 12:55 pm PT

    SpacePirate6,

    they mean in a 24 hour period an a 1 week period... not the entire life of the game

  • k0r3aN_pR1d3

    Posted Nov 10, 2009 2:22 pm PT

    They say it is the biggest launch..but

    http://www.google.com/finance?client=ob&q=NASDAQ:ATVI

    The stock market says otherwise. And to add on to that, the total number of people playing MW2 is far less than MW1 on PC.

  • BornGamer

    Posted Nov 9, 2009 4:44 pm PT

    This game is gonna make a lot of fat executives a lot fatter.

  • SpacePirate6

    Posted Nov 9, 2009 3:49 pm PT

    So... by "entertainment", do they mean "video games"? Because I don't think they can top the box office sales of The Empire Strikes Back or Titanic...

  • Sweendrix

    Posted Nov 8, 2009 9:57 pm PT

    Call of Duty 4: Modern Warfare rocked out hard...seriously, that game was good.

  • MrFinalFantasy

    Posted Nov 7, 2009 10:25 pm PT

    not my Payday. so later.

  • NTSC-U

    Posted Nov 7, 2009 8:51 pm PT

    mw2 will prevail and sell big day one! servers will crash dayone for multiplayer......

  • Superzone

    Posted Nov 7, 2009 8:24 pm PT

    I'll still be playing Uncharted 2 on the 10th. Sorry MW2.

  • blueyedboy

    Posted Nov 7, 2009 11:28 am PT

    Franchize-24
    "this just looks like a big add-on to CODMW with new guns,missions, and maps"

    so what youre saying is it looks like a new game with the same formula and engine? how rare.

  • Ric_SlayeR

    Posted Nov 7, 2009 5:13 am PT

    So much hype....

  • Gamingcucumber

    Posted Nov 7, 2009 4:42 am PT

    I agree with smghottie. It is not worthy of the title biggest launch in entertainment history. It's after all a year made sequel to a above average FPS. But then again Titanic shouldn't be one of the highest grossing movies of all time, but it is.

  • poorguy17

    Posted Sep 16, 2009 12:41 pm PT

    And just like GTA, I'll probably never touch it. Not my style of game...

  • Dynamo11

    Posted Sep 16, 2009 11:45 am PT

    This game will sell well but will play like sh1t...

  • smghottie

    Posted Sep 16, 2009 10:04 am PT

    This game is the biggest entertainment launch of all time? Um...not worthy?

  • aRE-you-AFraid

    Posted Sep 3, 2009 4:46 pm PT

    This game better be freakin' amazing.

  • sagameister3

    Posted Sep 3, 2009 4:35 pm PT

    There's no denying that the game is going to sell well.

  • ProGamerNerd

    Posted Jul 31, 2009 3:38 pm PT

    lol i play cod 4 and it is amazing but really its not the only shooter out there that is good we got halo, gears, tho those two i dont like but really thing about mag,battlefield those games have basicly been there b4 cod even existed besides mag but battlefield is amazing. as for the other hand cod 4-6 are bit overhyped and rated because really battlefield is acctually better it was counter strike and bf that made fps famous like wow making mmo famouse and no one can make a mmo like them or gta 4 dont tell me its over hyped we are in the 21st century how else can u imagine gta 4 what you want it with old ps2 graphics really and i actually like it and dont say its overated because the number tens it got acctaully deserve it you know how hard is to make a game and its my favourite game. and it mad action adventure sandbow famous and no one could ever make a sandbow game good as them. but for cod really there are games just like it and better and i wont support it like i supported mgs4 and gta4,killzone,battlefield but i will buy it 1 month later because really it doesint deserve all these hyped, sorry about grammer im rushing

  • kingNael96

    Posted Jul 28, 2009 6:47 pm PT

    this is is gona be the game of the year

  • Cheesehead9099

    Posted Jul 28, 2009 11:34 am PT

    It could be the biggest launch, coD4 sold tons of units, so why not?

  • huscosft

    Posted Jul 13, 2009 10:46 am PT

    I hate ice

  • GamerLegend11

    Posted Jul 9, 2009 8:26 am PT

    cod5 suked tho ewww

  • Kvon403

    Posted Jul 8, 2009 2:23 pm PT

    I love the CoD series but I have to agree it is a little arrogent to say "the biggest launch ever" especially if it's not and activsion is the crapiest company ever they do nothing and get all the credit bunch of idiots over there

  • Dreadedsniper

    Posted Jul 5, 2009 10:10 pm PT

    I hope it does beat GTA4. I've been a fan since the original came out and i've played all of them. I can't wait to see how infinity ward will improve the series yet again.

  • parrot_of_adun

    Posted Jun 30, 2009 1:54 am PT

    Few people seem to realize that Activision is technically a subsidiary of that pesky 150+ year old french water company that seems bent on world domination.

    I mean, it's not like there's anything to like about Activision in the first place, but sad to see such great games published by... these people.

  • dbe425

    Posted Jun 29, 2009 10:20 am PT

    I agree with you luke89330. I was thinking about preordering it but I will wait and see what this grand ad campaign has in store. If MW2 appears to be more than hype, then maybe just maybe I will preorder it. I think there is a great deal of anticipation for MW2 mainly because Infinity Ward left everyone wanting more from the first MW. The extra maps they released were great but for a game that did so well... you would have thought they would have done more like additional maps, perks, etc.

  • Heershreck

    Posted Jun 28, 2009 12:44 pm PT

    Also, something some people don't seem to realize is that the Call of Duty series is developed by two different companies. Infinity Ward and Treyarch. Even though there is a new game about every year or two, they have been in development for two or three years.

    And in case you don't know, Modern Warfare is the work of Infinty Ward.

  • zaphod_b

    Posted Jun 25, 2009 10:37 am PT

    @Get_Shorty, you do realize this will be the 6th Call of Duty game, right? Also, COD4 has a huge, SUSTAINED fanbase.

  • Ewangotkool

    Posted Jun 23, 2009 10:38 am PT

    Call of duty modern warfare was a huge success with its multiplayer and i think this one will be equally successful or even better. Good on you activision.

  • Kooken58

    Posted Jun 23, 2009 12:04 am PT

    I somewhat agree crushedgroove, BUT Its been nearly 2 years since Modern Warfare. WAW pretty much felt like a copy paste of modern warfare thrown in a WW2 Setting. The Campaign was extremely linear and short. This one looking to shape up to be different and alot more fun campaign even though most of us are looking at it for the multiplayer aspects.

  • thenephariouson

    Posted Jun 22, 2009 1:16 pm PT

    "Activision is getting to be just as bad as EA with running franchises into the ground year after year"

    err, Mario? history (and logic) dictates that when a 'Franchise' sells 10s of millions, and consumers continually 'soak it up', then why not continue to give people what they want?

  • CrushedGroove

    Posted Jun 22, 2009 10:36 am PT

    Activision is getting to be just as bad as EA with running franchises into the ground year after year. Nothing against Call of Duty, but part of the reason GTA, FF, Halo and the likes have huge launch day numbers is the years of anticipation that have built up among the fans. I really hope that the MW2 is everything we hope it will be, but when they crank out a game every year it's hard to convince myself that they are truly taking the proper amount of time and attention to detail that they should and/or could to ensure a truly amazing experience. They should spend more of the budget on development and less on advertising....all the commercials in the world can't make a rushed game any better. But we'll see, maybe they can do both.

  • Get_Shorty posted Jun 22, 2009 10:05 am PT (does not meet display criteria. sign in to show)

    Get_Shorty

    Posted Jun 22, 2009 10:05 am PT (hide)

    Never happen. Never beat GTAIV's first day sales numbers. I just don't think it'll happen with this game, GTAIV had many years and games before it came out, this is only part 2 of Modern Warefare and I dont think the install base is that big. I was more excited for GTAIV than this game.

  • Miguel_Sousa

    Posted Jun 22, 2009 8:16 am PT

    believe when they sayd COD MW2 will become the "biggest entertainment launch of all time." .

    last post are wrong..sorry

  • Miguel_Sousa

    Posted Jun 22, 2009 8:15 am PT

    I believe when they sayd COD4MW2 will become the "biggest entertainment launch of all time." .

  • shamarke

    Posted Jun 21, 2009 7:35 pm PT

    Call of Duty i love the series!

  • hannify

    Posted Jun 21, 2009 5:11 pm PT

    All i can say to Activision - your lucky you got Call of duty IP because i hate your guts now...

  • MundoChinese

    Posted Jun 21, 2009 1:36 pm PT

    This story is so true.

  • luke89330

    Posted Jun 21, 2009 9:21 am PT

    Seriously, I know MW2 is going to be a hit. But the more they say "the biggest launch ever" "11.1 millions in 2 months", the more it seems it's going to suck for some reason. It sounds like they are trying to infuse the idea so that everyone will be confident enough to buy this game at launch but find out it's actually not as great as everybody hope. Dang I was so pre-ordering this game, but now I'm hesitating. This is not how you sell a game Activision. Please don't ever let us down.

  • spyduhmahn posted Jun 21, 2009 8:16 am PT (does not meet display criteria. sign in to show)

    spyduhmahn

    Posted Jun 21, 2009 8:16 am PT (hide)

    I'm not buying if there isn't anything with zombies in the game.

  • Gamingguy87

    Posted Jun 21, 2009 7:40 am PT

    They should just keep their mouths shut until the game is released and then call it the biggest release ever if it was. Otherwise they just look arrogant if they're wrong.

  • thenephariouson

    Posted Jun 21, 2009 4:40 am PT

    I have no doubt that MW2 will be a massive success, but to say "biggest entertainment launch ever" i think is a little ambitious.

  • Hot_Sauce3

    Posted Jun 20, 2009 10:29 pm PT

    IMO, Activision is getting way too cocky as a company. They've been throwing their weight around way too much lately.

  • xtoperchris

    Posted Jun 20, 2009 9:11 pm PT

    Don't get overconfident Activision, you're being greedy.

  • Lightchaos

    Posted Jun 20, 2009 12:29 pm PT

    can't wait!

  • NickAnguiano

    Posted Jun 20, 2009 8:52 am PT

    @ Mudvayne84 I totally agree, I think a lot of people buy the game and right away get on multiplayer and may never even give single player a second look. I think that's a shame because it is where the devs put a lot of their hard work. From what I seen about MW2, the multiplayer is basically the same as MW1. You'd basically be paying $60 for a map pack if you didn't give single player even a look. GG, just stick with MW1 if that's all you care about and save yourself some money.

  • NickAnguiano

    Posted Jun 20, 2009 8:49 am PT

    Let's hope that sony drops the price of the PS3 or we might see Modern Warfare 2 as an XBOX/PC exclusive. Activison's CEO is not too happy with sony atm :-/ I could care less though! lol i own both systems and an awesome PC

  • pidow

    Posted Jun 20, 2009 7:36 am PT

    I'm not interested in the sales figures, just the release date.

  • aphexchris

    Posted Jun 20, 2009 6:41 am PT

    go go mw2 !!

  • nikola96

    Posted Jun 20, 2009 4:32 am PT

    Can't wait!!!!!!!!

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