Activision CMO Says Call of Duty Faces a 'Call of Duty Tax' on Reviews
Tyler Bahl told The Game Business that reception is tougher for Call of Duty than other games, and that Modern Warfare 4 answers feedback on Black Ops 7.
Activision chief marketing officer Tyler Bahl said the company calls the reception challenge facing Call of Duty the "Call of Duty tax," in an interview with The Game Business. The comments were reported on October 15, 2026.
Bahl said Activision has 4,500 employees working on Call of Duty, and that the company is excited about Modern Warfare 4. According to Bahl, the Modern Warfare 4 release addresses feedback about the tonal shift in Black Ops 7.
The new Modern Warfare campaign goes live for early access edition buyers starting October 16.
The Game Business cited Ampere Analysis data showing monthly active users for Call of Duty sank to an estimated 20 million over the summer, half of where it had been, after the launch of Black Ops 7. Surprise ports for Black Ops 1 and 2 helped save player numbers.
A new Call of Duty has come out every fall for over 20 years. 2024's Call of Duty: Black Ops 6 received an 83 on Metacritic, while last year's sequel, Black Ops 7, received a 65. 2023's Modern Warfare 3 received a franchise-low Metacritic score of 56 on PS5.
Bahl also said Activision has 100 million free-to-play players, has sold 500 million units, and has a billion downloads on mobile. The article states Activision has already said a future title will be a new sub-franchise.
Quick answers
When does the Modern Warfare 4 campaign go live?
The new Modern Warfare campaign goes live for early access edition buyers starting October 16.
What did Activision's CMO say about the 'Call of Duty tax'?
Tyler Bahl said Activision calls the reception challenge for Call of Duty the 'Call of Duty tax.'
How many employees work on Call of Duty?
Bahl said Activision has 4,500 employees working on Call of Duty.