Activision President Rob Kostich had confirmed during the company’s Q2 earnings call that Call of Duty: Warzone, Mobile, and Modern Warfare’s success this year has led to changes with marketing strategies.
When asked, Kostich says that having this expanded player base now let’s them directly engage with their fans and present news within the Warzone world.
He says that it provides a ‘direct’ connection to fans which they’ve never had before in such a way.
Starting with marketing, it’s [Warzone] definitely had an impact there and how we think about marketing in this new world. As you see from our results, right now we have a larger, more engaged and more global audience than we’ve ever had at any point in time in our history. And that means we can be more direct and more targeted than we’ve ever been before. So that’s a huge benefit and plus for us when we think about marketing on that vector.
Kostich also says story telling is very important to the company, and thats also a big part of the marketing strategies for the company.
With the world created with Warzone, they now can be ‘more creative, fun, and more engaging’ with fans than previously possible.
Another thing I think that is really important for us as it relates to marketing is story telling, from the story telling perspective. So, we can be more even more creative, fun, and more engaging with our fans than ever before.
Warzone will be used as a ‘platform to share franchise news and information,’ which leads us to believe Warzone will be used to reveal the 2020 Call of Duty title.
So if you look at Warzone in particular, it’s not only like a great game experience, but it’s also a great platform for us to share new franchise news and information directly with our community like we’ve haven’t done before. So this also a big and positive change for us as we think about the business. And kinda to your initial point you were you talking about why…the waiting for such a long time, we are and we aren’t, but it’s Warzone thats caused us to rethink how, when, and even where we reveal our upcoming titles.
He wrapped up by saying that this year’s reveal will be ‘very different and more engaging’ experience than ever before.
So we can’t wait to share with the community, and we think it’s going to be very different and more engaging than anything that we’ve done before.
Stay tuned for news on Call of Duty 2020.
Report: Activision Blizzard HQ & Treyarch offices set to relocate
A new report states Activision Blizzard will no longer lease its office space in Santa Monica and are actively searching for a new HQ location.
DoTEsports reports that Activision Blizzard and Treyarch have ended their lease at their Santa Monica HQ offices. The company has had the office under their lease for more than a decade.
Per the new report, the teams that work in those spaces will work from home until further notice.
The company is reportedly in search of a new space. An internal memo, which was sent to staff and obtained by DoTEsports, states the company is actively looking for a new office space in the Santa Monica area.
“We have narrowed down the search for our next office location to several properties in the Santa Monica area and we hope to finalize our plans in the coming weeks,” the internal company communication said.
Activision employees have been working from home since March 2020. As of now, the company says they’re on track to return to office by September 1, 2021. The timeline remains unchanged.
Activision’s main headquarters was located in the Santa Monica office on Ocean Blvd in California. Treyarch’s studio space was located right next door to Activision Blizzard HQ in Santa Monica on the first floor of an office building. The two used those buildings for over 10 years now, and are now up for rental and purchase.
Activision has not commented on this information as of now.
Investment group calls out Activision for CEO payout
Activision Blizzard’s CEO continues to rake in bonus after bonus, and now investment firms are questioning the decisions.
An investment firm, CtW, issued a statement report directed at Activision for upcoming bonus pay for their CEO, Bobby Kotick, which is valued at a remarkable $200 million.
The report states that an SEC filing and agreement between Activision Blizzard CEO and the board of directors of the company will allow the CEO to receive a bonus pay of $200 million at the end of this year.
Per the investment group, as released to GameSpot, a loophole created within Bobby Kotick’s employee agreement allows him to claim full bonus payout for previous years regardless of the company’s performance. This loophole is described in the “Shareholder Value Creation Incentive” provision in Kotick’s employment agreement. He can receive a full performance equity payout from previous years – 2017 and on. That is valued at almost $200 million, which is set to be paid out in cash upon the end date of the incentive provision.
Investment group CtW issued a scathing statement over this, as the company just this week laid off less than 2% of its workforce, which is less than 190 people for “restructuring” purposes. The lay offs impacted Activision Blizzard esports department, alongside the company’s King division.
“While the increase in Activision’s stock price is somewhat commendable, as we stated last year and continue to assert, this achievement alone does not justify such a substantial pay outcome for the CEO,” director of executive compensation research, Michael Varner, said. “There are many factors that may contribute to a rise in this particular company’s stock price that may not be directly attributable to Robert Kotick’s leadership. The use of video games as one of the few entertainment options available amid the COVID-19 pandemic, for example, has been a boon to many companies in the gaming industry irrespective of executive talent or strategic decisions.“
Bobby Kotick already makes $30 million a year from Activision thanks to his base salary and bonus yearly pay. He’s one of gaming’s highest paid executives. Activision continues to report record profits with 2020 being the company’s biggest year yet.
Activision has not commented on the latest developments on this payout.
Activision Blizzard sued over Modern Warfare & Warzone Operator Mara
Activision Blizzard has been sued by a writer and photographer over using his model photography design for the Call of Duty: Modern Warfare & Warzone Operator Mara.
The new lawsuit, as noted by Polygon, was filed in a California court against Activision Blizzard on Tuesday, Feb 2.
Clayton Haugen filed a copyright infringement lawsuit against Activision alleging the company used and modeled Mara’s look after one his own characters, Cade Janus. The character is played by the same model used for Mara, Alex Zedra. He posted an image of the character on his Instagram.
Haugen first debuted Cade Janus character is his novel, November Renaissance. “The central character in November Renaissance is Cade Janus, a female vigilante and pariah figure. Haugen created this distinct and multidimensional female protagonist for his story because he believed that November Renaissance could be a successful film and the unique female lead would distinguish it from an over saturated market of action and science fiction movies.”
The lawsuit argues that Activision and Infinity Ward used the same model and photographer to create the Mara character in game, without ever asking for his permission. The complaint also states that Janus’ photography was shown in the studio’s walls during the Call of Duty: Modern Warfare photo-op.
“In addition to hiring the same talent, they also hired the same makeup professional who had prepared the talent for Haugen’s Cade Janus Photographs,” the complaint reads. “They instructed the makeup professional to prepare the talent exactly as she had done for Haugen’s Cade Janus Photographs. They instructed her to style the talent’s hair exactly as she had done for Haugen’s Cade Janus Photographs, even using the same hair piece extension.”
The Operator Mara was introduced into Call of Duty: Modern Warfare in December 2019 as part of the Season One Battle Pass. The lawsuit alleges that Activision, without permission, used this character in all of their marketing material for Season One, including the Season One roadmap.
In the extensive filing of the copyright infringement, Haugen showcases the similarities between his character and the Operator Mara’s look and feel, as seen below:
Activision Blizzard has not commented on the lawsuit at this time. It’s not clear when this will go to trial.
You can read the full lawsuit here.
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