Activision wants to create a Call of Duty experience unique to the mobile platform, one that will “evolve” the way customers interact with the brand.
With mobile sales only going “okay” for the company, according to Activision Blizzard’s Jon Estanislao who recently spoke at DMW Games in Los Angeles, Activision is looking into ways they might increase their presence in the mobile market, specifically with the Call of Duty franchise.
“We’re definitely looking to reach out to our core audience and engage them beyond their TV or PC and then give them new experiences around Call of Duty that are unique for that device,” said Estanislao.
“Going forward for us, how do we really take that Call of Duty experience, what is the essence of it?” he asks. “These kinds of grandiose, immerse experiences–how do we move that to mobile or tablet? From a development perspective, we’re investing a lot more in understanding how to marry that together with how customers expect to play on those devices.”
Estanislao admitted that it may be the size of the company that has gotten in the way of capitalizing on mobile gaming: “Sometimes it takes a bit longer for large companies like ourselves because our DNA isn’t necessarily that flexible. But I think we’re at that stage, we have dedicated internal studios to work on it, and folks from outside the industry that we’re bringing in.”
Would you play a dedicated mobile version of Call of Duty on your handheld device the same way you play on consoles/PC?