I agree with you, MadVybz, but doesn't originality also have something to do with making a game succeed? Or at least how well the game stands out from its competitors? If a game developer and its publisher can't work something out to make a game appear different from most of the games in its genre, then how can one expect it to survive for a very long time? Even if the three developers currently working on each COD installment provide a different setting for each game, with some tweaks and improvements to the multiplayer, I don't see how it'll be enough for Activision to keep this up for another decade. By then, especially once the next gen consoles hit, things should change drastically. After all, there's no telling what the competition will throw at Activision.
For the time being, I do see COD doing pretty well, but sometime into the next console gen, I feel like things are going to get a lot tougher for Activision to remain the same. You also have to take into account the fact that the Madden franchise hasn't seen much competition, so it's clearly a monopoly in the football video game market. Also, NFL is extremely popular, so that helps complement this gaming franchise. As for COD, it only has the multiplayer going for its success, nothing more. Comparing Madden to COD is not that fair or accurate, in my opinion.
Yes, it's possible that Tony Hawk lost its success because another game developer came around with the right concept for a skateboarding game, and Neversoft couldn't think of anything new or clever, so this ended up costing Activision big time.
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