The latest from Nielsen’s Video Game Tracking service, shows Activision’s highly-anticipated first-person shooter Modern Warfare 2 benefits substantially from association with its multi-platinum parent franchise Call of Duty. While the title of the game was simply Modern Warfare 2 through early July, Activision recently decided to ensure gamers recognized the November-bound title as a true sequel to 2007’s hit Call of Duty 4: Modern Warfare by including the Call of Duty prefix in the game title.
By comparing consumer response from Video Game Tracking before and after the name change, key metrics such as aided awareness, definite purchase interest and total positive purchase interest jumped once Modern Warfare 2 was re-branded as Call of Duty: Modern Warfare 2.
|Video game tracking metric||Tracked as Modern Warfare 2
Week of July 6
Call of Duty: Modern Warfare 2
Week of July 13
|Definite Interest in Purchasing||14%||23%||+64%|
|Total Positive Interest in Purchasing||26%||43%||+65%|
|Source: The Nielsen Company|