Activision Exec Cites "Call of Duty Tax" as Modern Warfare 4 Nears Launch
Activision's marketing chief says the long-running shooter gets less credit than it deserves. Here is what that means for Modern Warfare 4 and when you can play it.
Activision's chief marketing officer has given a name to what he sees as a perception problem around Call of Duty. In an interview with The Game Business, Tyler Bahl said the series gets coverage, but that reviews and reception suffer from what the team calls the "Call of Duty tax."
The comment is drawing attention because Modern Warfare 4 arrives next week, after a rough year for the franchise.
Key facts
- Activision CMO Tyler Bahl says Call of Duty faces a "Call of Duty tax" in reviews and reception.
- Call of Duty: Modern Warfare 4 launches October 23 on PS5, Xbox Series X/S, Switch 2 and PC.
- The campaign goes live October 16 for buyers of the early access edition.
- Black Ops 7 scored 65 on Metacritic; Modern Warfare 3 hit a franchise-low 56 on PS5.
What the "Call of Duty tax" means
Bahl was asked whether traditional games media still covers Call of Duty the way it once did. He said it does, but that the series' long history means people "sometimes forget" the work involved. He pointed to 4,500 employees working on the games.
He also argued that the sheer size of the audience is overlooked. By his figures, Call of Duty has 100 million free-to-play players, 500 million units sold and a billion mobile downloads.
That led to a change in approach for this year's marketing. Bahl said it was less about a bombastic spot and more about going behind the scenes to show the dedication of the teams.
The numbers behind the comment
The Game Business says Black Ops 7 disappointed fans last year and hit commercial lows not seen in nearly two decades. In the US it finished at No. 5, the lowest ranking for a Call of Duty since 2008. Battlefield 6 was the best-selling shooter of 2025.
On Metacritic, Black Ops 6 scored 83 in 2024, Black Ops 7 scored 65, and Modern Warfare 3 sank to 56 on PS5, according to Kotaku.
Player counts have also dropped. Ampere Analysis estimates put monthly players around 40 million in 2024 and in the mid-20 millions in 2026. Kotaku reports an estimated summer low of 20 million. Surprise PlayStation ports of the first two Black Ops games reportedly lifted the figure back toward 40 million.
Circana analyst Mat Piscatella noted that US purchase intent for Modern Warfare 4 was 15% in August. That compares with 21% for Black Ops 7 at the same point last year.
What Activision says it is changing
Bahl admitted the company was not happy with every aspect of last year's game. He said Modern Warfare 4 is a return to a grounded, cinematic, authentic military shooter.
He said fans did not want the quick-sequel approach and wanted something fresh. A future title will be a new sub-franchise, he added. He also said success will not be judged by a specific sales or player number, but by whether fans care about the game.
What it means for you
If you want to play early, the Modern Warfare 4 campaign opens October 16 for those who buy the early access edition. Everyone else can play from the October 23 launch. It is available on PS5, Xbox Series X/S, Switch 2 and PC.
The sources do not give a launch time or prices for the new game. Check your platform's store for those details.
Also read PlayStation Plus Game Catalog October 2026: Mafia: The Old Country, Horizon Forbidden West and More
Quick answers
When does the Modern Warfare 4 campaign start?
Early access edition owners can play the campaign from October 16. The full release follows on October 23.
Which platforms get Modern Warfare 4?
It is coming to PS5, Xbox Series X/S, Switch 2 and PC. Activision is leaving PS4 and Xbox One behind, according to The Game Business.
What is the "Call of Duty tax"?
It is Activision's term for the idea that the long-running series gets harsher reviews and reception, with its size and craft taken for granted.
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