Modern Warfare 2 has 'lost brand awareness'

Call of Duty name drop baffling consumers, says tracking firm

Modern Warfare 2 has lost a big chunk of brand recognition in dropping the Call of Duty name, warns tracking firm OTX.

Speaking in a chat with Gamasutra, OTX's Nick Williams said that public awareness for the shooter sequel dropped 20 percent when Activision revealed the official name would ditch the CoD moniker.

"Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2," he said. "More specifically, we asked a representative group of gamers in the U.S. whether or not they had heard of Call of Duty: Modern Warfare 2. At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title.

"However, once it became clear that Activision was positioning the title as Modern Warfare 2, OTX removed 'Call of Duty' from the consumer survey, and the awareness levels dropped to 20 percent. In other words, the Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic."

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Despite the lower than expected Joe Blogs awareness though, Williams says he doesn't think Modern Warfare 2 sales will be impacted much.

"Despite this dramatic drop in awareness, the purchase intent for Modern Warfare 2 remains very strong," he said.

Frankly, we're equally as baffled as to why Activision dropped the Call of Duty name. Does Infinity Ward want to distance itself from Treyarch's games that much?