Modern Warfare 2 will ‘justify excitement’

Activision will redefine what constitutes a blockbuster when Modern Warfare 2 lands in just a matter of weeks.

The Call of Duty title is riding a wave of hype and mounting pre-orders.

Many are now saying the third week of November could represent the most lucrative sales spike ever for a single game release.

Expectations are extremely high and rightly so,” Activision UK MD Andrew Brown told MCV. The calibre of the team at developer Infinity Ward and the sheer quality of the game fuels a very positive momentum throughout the marketplace for everything we do in relation to Modern Warfare 2.”

The November 10th release date was revealed back in March, but momentum has this month started to seriously snowball towards the climactic launch. A forthright marketing push has helped drive excitement throughout the year according to David Tyler, Activision UK’s marketing director.

If you look at how we implemented the reveal in the UK earlier this year, we were keen to be original and aggressive with our marketing.

Infinity Ward dated Modern Warfare 2 so early because they know they are producing something very special. It was part of the strategy to actively lay claim on a certain date that we can get retail and consumers focused on and excited about.”

Post-launch the game is poised to become a genuine long-term success like predecessor Call of Duty 4 which has maintained both a high chart position and its original RRP since release two years ago.

Said Brown: Call of Duty’s back catalogue has continued to be a huge success story for us all year and has regularly delivered top ten placements in ChartTrack’s All Formats Chart despite competition against much newer titles that have launched.

Modern Warfare 2 will justify all of the excitement and expectations.”

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