According to GameSpot, analyst Rhys Elliott of Alinea Analytics states the Call of Duty franchise is “underperforming” in 2025. He cites community burnout, questionable creative decisions by Activision and Microsoft, and fierce competition from games like Battlefield 6 and Arc Raiders as key reasons. Elliott specifically notes that Black Ops 7 launching on Game Pass “cannibalized traditional full-price game sales,” with reports suggesting it missed out on $300 million in potential revenue. Player reception has been negative, including a “mostly negative” Steam score and criticism of the co-op campaign and use of “AI slop.” While Battlefield 6 has sold over 10 million copies, direct sales comparisons are difficult as Black Ops 7 is on a subscription service.
The Perfect Storm of Problems
Look, this isn’t just one thing going wrong. It’s a cascade. You’ve got a fanbase that’s been on a yearly treadmill for almost two decades—burnout was inevitable. Then, you make creative choices that alienate your core. Putting Beavis and Butthead in what was once a semi-serious military shooter? That’s a bold move, and not necessarily a good one. Activision seemed to realize this, pulling back on the wacky skins for Black Ops 7’s core game, but the damage to the brand’s identity might already be done. And here’s the thing: all of this is happening while the competition isn’t just strong, it’s focused. Battlefield 6 and Arc Raiders are being praised for community-driven marketing and development, which just highlights how disconnected Call of Duty’s process can feel.
The Game Pass Gamble
This is the billion-dollar question, literally. Microsoft putting its new, flagship Call of Duty title day-one into Game Pass is a huge strategic bet. The analyst’s point about revenue cannibalization isn’t new, but it’s never been tested on a property this massive. That reported $300 million in “missed” sales is a staggering figure. But is it the right way to look at it? Microsoft isn’t just selling a game; it’s selling a subscription ecosystem. They’re betting that pulling millions of players into the Xbox/PC Game Pass orbit for Call of Duty will pay off in long-term subscriptions and engagement across their entire platform. The problem? If the game itself is receiving a lukewarm reception, does it actually drive those long-term subs, or is it just giving a mediocre product to people who were already subscribed?
“AI Slop” and Player Trust
That phrase—”AI slop”—is so brutally effective because it instantly resonates. Players are increasingly sensitive to corners being cut, and the use of generative AI in development (whether for assets, writing, or other content) is now a major red flag for a vocal part of the community. It’s seen as a trade-off: corporate cost-cutting over developer craftsmanship. When you combine that perception with other long-standing complaints, like the hated skill-based matchmaking (SBMM) and an aggressive storefront packed with microtransactions, the trust erodes. Basically, the player starts to feel like a wallet first and a participant second. When a new, well-marketed competitor shows up promising a “community-driven” experience, that player is going to be tempted to jump ship.
Can The King Recover?
It’s important to remember: Call of Duty is still a behemoth. No shooter has outsold it annually in the US since 2006. That inertia is powerful. But the analyst’s report is a clear warning siren that the inertia is slowing down. The “autopilot” yearly purchase isn’t a guarantee anymore. So what does Activision need? A genuinely innovative, well-crafted, and respectfully marketed game that reminds people why they loved the franchise. They need to rebuild trust. That’s harder than it sounds after years of conditioning players to expect a certain cycle. The pressure is now squarely on whatever comes after Black Ops 7. The battlefield, so to speak, has never been more competitive.
