GamesIndustry.biz polled gamers on their decisions around Activision's flagship franchise
Feature by Christopher Dring Head of Games B2B
Published on
The latest charts data coming out of the UK and Europe shows that Call of Duty: Vanguard sold significantly fewer units at launch than its predecessor, Call of Duty: Black Ops Cold War.
Indeed, in the UK it is the weakest launch for the series in over a decade.
Call of Duty isn't the only game to see slower-than-usual sales in 2021, so what's going on?
Us in the nerdy number community have been sending emails, chatting on Discord and whispering in bars about what might be happening. Are service-based games and subscriptions like Game Pass harming sales of new games? Was it just nobody wants a World War II game? Is Call of Duty boring now?
The theorising got a bit too much, and eventually we decided: Why not just ask the gamers?
We teamed up with our friends at EGX and PAX to speak to an audience of hardcore gamers across the UK and US. Out of the 671 people we spoke to, 284 people said they have bought a Call of Duty game in the last five years, and out of those, just 59 (21%) said they bought this year's Call of Duty Vanguard.
So what about the 79% who didn't? What put them off?
We allowed respondents to give multiple answers to this question. And the biggest response was that they're simply busy playing other games, with 55% of respondents telling us this.
With plenty of free service-based AAA shooter games on the market, plus access to older games through subscription services, it's logical these would have a knock-on effect on new AAA releases eventually. In fact, 14% said that they didn't buy Vanguard because they were happy playing Call of Duty's free service-based game, Warzone.
Call of Duty isn't the only new game this year to see a drop; games like Battlefield and Far Cry also struggled. And the idea that gamers are happy with what they've got may explain the declines there, too.
However, we have had exceptions this year. The latest Pokémon releases have performed exceptionally, for example. So being 'busy with other games' can't have been the only challenge for Call of Duty. And indeed, it turns out there were many reasons fans didn't go for Vanguard this year.
The next biggest issue was the sheer number of Call of Duty games that have come out in recent years. 34% of respondents said they didn't buy Vanguard because they had grown tired of the franchise or needed a break from it.
The other issue was World War II games. 24% said they were not interested in WWII, with some specifiying the fact they didn't enjoy the previous WWII Call of Duty game.
Then it was the reviews. Vanguard didn't achieve huge praise at launch, and 20% of respondents noted that and decided not to purchase as a result.
Finally, 11% said they were waiting for a different game. Out of this group, 38% said they were holding out for Halo: Infinite, and 25% said they were going with Battlefield 2042 this year.
There were other reasons submitted, too. 6% said that they didn't want to support Activision Blizzard due to their 'business practices' and 'treatment of employees'.
Price was a factor for 4% of respondents, who particularly felt it was unreasonable considering the short single player campaign. Indeed, 2% said the single player mode wasn't good enough, a further 2% said the download size was too big, and 3% said they felt the community was full of cheaters.
GamesIndustry.biz will be putting more topical questions to our group of gamers in the weeks and months ahead. If you've got any questions you want answering, email editorial@gamesindustry.biz.
As a seasoned enthusiast and expert in the gaming industry, I bring a wealth of knowledge and experience to the table. My understanding extends beyond the surface level, diving into the intricacies of gaming trends, consumer behavior, and the impact of various factors on game sales. Let's delve into the insights provided by the article on Call of Duty: Vanguard's launch and the broader context of the gaming landscape in 2021.
Firstly, the article addresses the apparent decline in sales for Call of Duty: Vanguard compared to its predecessor, Black Ops Cold War. The data, sourced from the UK and Europe, highlights this as the weakest launch for the Call of Duty series in over a decade. This prompts the question: What is affecting game sales in 2021?
The article suggests that the gaming community, particularly those engrossed in numbers and statistics, has been actively discussing potential reasons for the slowdown in game sales. Speculations range from the influence of service-based games and subscription models like Game Pass to concerns about the appeal of World War II settings and even the perceived monotony of the Call of Duty franchise.
To gather more concrete insights, the article takes a unique approach by directly engaging with gamers. The collaboration with EGX and PAX results in conversations with 671 individuals, 284 of whom have purchased a Call of Duty game in the last five years. Among these respondents, only 21% opted for Call of Duty: Vanguard this year.
The primary reason for the 79% who didn't purchase Vanguard? A significant portion (55%) claimed they were busy playing other games. This leads to an exploration of the impact of free service-based AAA shooter games and subscription services on new AAA releases. A noteworthy 14% specifically mentioned their satisfaction with Call of Duty's free service-based game, Warzone, as a reason for not buying Vanguard.
The article acknowledges that the gaming landscape in 2021 has seen a decline in sales not only for Call of Duty but also for other titles like Battlefield and Far Cry. The explanation posited is that gamers might be content with their current options, especially with the availability of free service-based games and subscription services.
However, exceptions are noted, such as the success of the latest Pokémon releases, suggesting that being 'busy with other games' is not the sole factor affecting Call of Duty's performance. The article then delves into various reasons provided by respondents who didn't choose Vanguard:
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Franchise Fatigue: 34% expressed weariness or the need for a break from the Call of Duty franchise due to the sheer number of releases in recent years.
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Setting Preferences: 24% were not interested in World War II games, with some citing dissatisfaction with a previous WWII Call of Duty game.
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Reviews: 20% mentioned that the lack of substantial praise for Vanguard at launch influenced their decision not to purchase.
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Anticipation for Other Games: 11% were waiting for different games, with 38% holding out for Halo: Infinite and 25% opting for Battlefield 2042.
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Concerns About Publisher: 6% cited reservations about supporting Activision Blizzard due to perceived 'business practices' and 'treatment of employees.'
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Price and Content: 4% found the price unreasonable, especially considering the short single-player campaign. Additionally, 2% expressed dissatisfaction with the single-player mode, 2% mentioned the large download size, and 3% believed the community was plagued by cheaters.
In conclusion, the article provides a comprehensive exploration of the factors influencing Call of Duty: Vanguard's sales, backed by direct insights from gamers and an analysis of the broader gaming landscape in 2021. The multidimensional approach reveals a nuanced picture of the challenges faced by game developers and publishers in a rapidly evolving industry.
