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By William Smith • Updated Oct 15, 2026 at 20:00
Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business

Call of Duty's Comeback: Activision's Game-Changing Approach

Activision is taking a strategic approach to revive interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to raise its visibility. The company has recognized a reduction in media coverage for the franchise over time, which they label as the 'Call of Duty tax'. Recent articles have outlined the comeback plan and the upcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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