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Thread: Survey: Modern Warfare 2 Loses Brand Awareness Without 'Call of Duty'

  1. #1
    The Legendary Troll Hunter OmegaFenix's Avatar
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    Default Survey: Modern Warfare 2 Loses Brand Awareness Without 'Call of Duty'

    Activision and Infinity Ward's Modern Warfare 2 not only dropped the the Call of Duty moniker, but a sizable chunk of brand recognition, tracking firm OTX tells Gamasutra.

    Consumer awareness levels for the highly-anticipated military mega-sequel dropped 20 percentage points since Activision revealed the official name of the game would ditch the Call of Duty brand, according to Nick Williams, who runs the GamePlan Insights division for OTX.

    "Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2. More specifically, we asked a representative group of gamers in the U.S. whether or not they had heard of Call of Duty: Modern Warfare 2. At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title."

    He continued, "However, once it became clear that Activision was positioning the title as Modern Warfare 2, OTX removed 'Call of Duty' from the consumer survey, and the awareness levels dropped to 20 percent. In other words, the Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic."

    Following the industry extravaganza E3 in early June, OTX found that consumers' purchase intent for Modern Warfare 2 ranked high on the research firm's top 50 most anticipated games list, but still behind games including Bungie's Halo 3: ODST, Nintendo's New Super Mario Bros., Sony's God of War 3, Square Enix's Final Fantasy XIII and Ubisoft's Assassin's Creed 2.

    But Williams by no means intends to paint a gloomy picture of the commercial prospects for Modern Warfare 2, which Activision plans on backing later this year with massive marketing efforts.

    "Despite this dramatic drop in awareness, the purchase intent for Modern Warfare 2 remains very strong," said Williams. Purchase intent still ranks about four times above average. "In our latest charts based on the last four weeks of data, Modern Warfare 2 for the Xbox 360 ranks as the sixth most anticipated title."

    He said that even without the "Call of Duty" brand attached to Infinity Ward's upcoming shooter, the Modern Warfare brand has "a passionate following of its own."

    Williams added, "The intensity of the purchase intent is particularly impressive, as illustrated by the high levels of Pre-Order Intent, which is the highest of any title currently being tracked. ... Even without the Call of Duty association, it is still perceived as a must have title."


    Somehow i don't see this being a prob. So the Americans are Stoopid and don't know a title when the pre-fix is dropped, who cares. The rest of us still know.
    "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn"

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  2. #2
    Ron Burgundy Dohc-WP's Avatar
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    they should have just kept the cod moniker ! wot would mario galaxy 2 be if they just call it galaxy 2 or street fighter if they call it ryu and his buddies ?
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  3. #3
    The Legendary Troll Hunter OmegaFenix's Avatar
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    It would still have been Mario or Street Fighter.
    If you say Call of Duty most gamers will think of Modern Warefare, as no other Call of Duty has made the same impact. So following that line of thinking In future when saying Modern Warefare 2 people will still think call of duty. Unless they have never played a COD game and have been living under a rock somewhere.
    "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn"

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    Sockmonkey's Avatar
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    Good point there, brand recognition is very important even in the gaming world. If you have played the COD series of games then you should know that they dropped the moniker.
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    No Hobbits Allowed Isengard's Avatar
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    Well the idiots who miss it have only themselves to blame.
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    AK47 Pew Pew Maplassie's Avatar
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    WEll if you guyz read the interviews with INfinityward, they themselves said why they want to do it.

    They want to distance themselves from the COD "brand" to focus more on what is set to become a series of "modern warfare" games.
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  7. #7
    The Legendary Troll Hunter OmegaFenix's Avatar
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    Quote Originally Posted by Maplassie View Post
    WEll if you guyz read the interviews with INfinityward, they themselves said why they want to do it.

    They want to distance themselves from the COD "brand" to focus more on what is set to become a series of "modern warfare" games.
    I read that too. I guess they feel that the COD series has run its course. Maybe also because people tend to associate COD with WWII and they want to focus on Modern Warfare since we are all so terribly bored of killing Nazi's
    "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn"

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  8. #8
    Terak's Avatar
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    I agree with OmegaFenix. Brand loyalty is very important but Modern Warfare is very different in term of not only style, but gameplay, compared to the rest of the series.

    Branching away from the COD franchise is a very good idea in my opinion.
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    Come on! Anyone remotely interested in CoD 4 would by now know about MW2! This just bull and wont make a dent in the sales of MW2.
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    The Legendary Troll Hunter OmegaFenix's Avatar
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    Quote Originally Posted by VirtualForce View Post
    Come on! Anyone remotely interested in CoD 4 would by now know about MW2! This just bull and wont make a dent in the sales of MW2.
    You will be surprised by how stupid some people can be. But then again we don't want them on the servers anyways.
    "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn"

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