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By Sarah Davis • Updated Oct 15, 2026 at 20:00
Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business

Reviving the Thrill: Activision's Bold Strategy for Call of Duty

Activision is taking a bold approach to boost interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to increase its visibility. The company has noted a reduction in media coverage for the franchise over time, which they call as the 'Call of Duty tax'. Recent articles have explained the revival plan and the upcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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