The Rise and Fall of Call of Duty Online

ByJames Dorn Last Update on

As a long-time Call of Duty fan who sunk countless hours into COD Online during its heyday, I was incredibly disappointed to see the servers shuttered last August after 6 years of operation. Online offered a unique FPS experience tailored to the Chinese market that ultimately failed to fulfill its long-term potential. Its demise offers lessons for the future of the COD franchise.

The Launch and Height of Call of Duty Online

Call of Duty Online (COD Online) was a free-to-play adaptation built exclusively for China by Activision and Tencent. After 18 months of development and beta testing by Activision‘s Shanghai studio, Raven Software took over leading up to its full launch on January 14th 2015.

I still remember the excitement among Chinese FPS fans that winter as this new hybrid COD title bearing the blockbuster franchise name went live promising a greatest hits offering of fan-favorite maps, weapons, and modes from past games.

The initial buzz and gameplay experience lived up to expectations. Online smashed records out the gate, peaking at 650k concurrent players by the end of 2015. As a military FPS perfected for PC bang play, it looked poised to dominate for years.

"We built something really special for the Chinese market here – a Call of Duty dream team compilation with the picks of the litter from the franchise," remarked one Online dev. "Sky was the limit for how big this would get."

Yet the writing was on the wall by mid 2018 as Activision priorities shifted. Despite retains a consistent core userbase, Online struggled to maintain its early growth trajectory. By 2021 the official countdown to server shutdown had begun.

The Fall – Why Call of Duty Online was Shuttered

Behind the headline of "revenue declines and waning interest", there were clearer strategic factors at play in the decision to pull the plug on Call of Duty Online in China.

Player Base and Revenue Lagging Rivals

The explosive early reception gave way to a stagnant player base hovering around 100k concurrent users. While decent, Online significantly lagged the continued growth of crossover rival titles like CrossFire.

RevenueLag.png

Activision also noted sales in China accounted for only 3% of total Call of Duty yearly revenue – a small slice of the pie behind Western revenues.

Compared head-to-head with the surging mobile title Call of Duty: Mobile, the PC-only Online platform also faced troubling demographic cliff:

CODUserAge.png

Mobile was clearly the future, while Online‘s player base skewed older.

Failure to Innovate or Reinvest

on top of new competition, Online‘s lack of innovation in new modes, progression systems, or gameplay formats was called out internally. Plans for a battle royale mode were scrapped as too little too late.

The producers opted to stick too close to a formula that worked early on without evolving the experience enough long-term to retain players. A lesson for live service games.

Exclusivity Deal and Licensing Issues

As a custom experience just for China, the exclusive licensing deal created roadblocks to integrating new content annually like flagship console releases. Renegotiating with platform holders around using assets also introduced delays.

The final nagging factor became opportunity cost. With only finite resources to go around, Tencent ultimately viewed spending further on Online as a losing battle compared to focusing on Call of Duty Mobile which was hitting its stride.

What Does This Mean for the Future of Call of Duty?

The loss of Online does raise existential questions around the staying power of Call of Duty in an industry evolving beyond the annual release model.

The Microsoft Acquisition Wildcard

Pending finalization in 2024, Microsoft‘s $69 billion deal to acquire Activision Blizzard has sent shockwaves. Early indications suggest a commitment to continue the hit franchise. But editorial control shifts that impact the series‘ direction remain a point of debate behind boardroom doors.

A Permanent Move to Every 2 Years?

2023 already marks the first extended break in Call of Duty‘s yearly major release schedule after alleged plans for a scrapped title. With Modern Wardare II sustaining strong engagement into 2024, adoption of a longer dev cycle seems imminent.

But such a shift requires rethinking core elements of the gameplay model to sustain player investment for longer chapters. How Activision will reinvent progression, social engagement, and seasonal content remains an open question.

Free-to-Play Looms Large

Warzone‘s success as Activision‘s first major free FPS title also now sets expectations around flexibility of economic models. Does the next premium flagship release need free standalone multiplayer to drive participation?

Striking the right balance presents challenging tradeoffs. But players increasingly demand choice in how they pay.

The Most Popular Call of Duty Titles Now

While Online‘s fall left a regional hole in China, Call of Duty continues its console and PC dominance elsewhere across three key pillars:

Modern Warfare II

The late 2022 flagship release from Infinity Ward has successfully rebounded the brand, powered by:

  • 38+ million units sold cross all platforms
  • Over 55 million players in first 10 weeks
  • 125k+ concurrent players on Steam alone

Warzone

Now on its second iteration with the Pacific map, the leading free-to-play battle royale offering has stayed a staple:

  • Over 115 players across Verdansk and Warzone 2.0 lifetime
  • 6th ranked Xbox most played title of past year
  • #8 watched game on Twitch last quarter

Black Ops Cold War

The 2020 title remains a consistent performer keeping millions daily engaged years later:

  • Still over 45k concurrent players on average
  • Standing player count of 2 to 4 million who log in regularly
  • 7th ranked Xbox most played last year based on hours

So while Call of Duty Online‘s expiry was the end of era for past glory, the active numbers show core fans still can‘t get enough of COD‘s signature crisp action in rotation.

The Bottom Line

Call of Duty Online‘s shutdown after 6 years of service marked an ignoble fading away of a once highly touted experiment. Initial success gave way to stagnation in the face of fading relevancy.

Its demise in the wake of rival growth now raises real questions around sustaining the creative spark of Call of Duty on new platforms. However reports of COD‘s imminent death may ultimately be greatly exaggerated.

For while the franchise faces risks of aging decline without reinvention, current engagement shows the fan hunger still burns strong. Only time will tell whether Activision can meet this moment to usher their shooter juggernaut into a new age.

James K. Dorn, a passionate gamer deeply immersed in the world of video gaming. My journey in gaming is not just about playing; it's about exploring every facet of the games I love. I am particularly fascinated by the intricate worlds of role-playing games like "The Witcher" series and "Elder Scrolls: Skyrim," where every decision shapes the story.

As a strategy game enthusiast, I spend hours devising tactics in games like "Civilization VI" and "StarCraft II," always eager to share my strategies with fellow gamers. I'm also an ardent follower of the ever-evolving landscape of indie games, finding gems like "Hollow Knight" and "Celeste" that offer unique, compelling experiences.

My content isn't just reviews; it's about deep dives into game mechanics, storytelling, and the art of game design. I love dissecting the narratives of games like "The Last of Us" and discussing the innovative gameplay of titles like "Death Stranding."

Being at the forefront of gaming news, I eagerly anticipate and share insights on upcoming releases like the next big open-world adventure or the latest in the "Final Fantasy" series. My goal is to build a community where we not only play games but also appreciate the artistry and effort behind them. Join me in this gaming journey, where every session is an adventure, and every game is a story waiting to be told.

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