The biggest entertainment launch of 2011 was not a blockbuster film, a celebrity autobiography or a reality television show. It was the release of the latest Call of Duty game, Modern Warfare 3. The pre-release sales in the UK alone were 3.5 million and of the 30 million consoles in 25 million UK homes, at least 50% will have one Call of Duty title. The previous version passed the $1 billion sales mark in 6 weeks and only the film Avatar has reached this milestone as fast.
The need to reinvent and update the brand is crucial to making sure that customers return. Call of Duty has managed this by bringing the series into the present day. It was also one of the first games to have an online multiplayer option and with the spread of broadband and consoles featuring online capabilities, the timing was perfect. More than 200 people worked on Modern Warfare 3 and the budget was similar to that of a major Hollywood film.
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