Brand recognition for Modern Warfare 2 may hinder sales, claims the OTX tracking firm. By dropping the "Call of Duty" from its titles, a study has found that consumer recognition of the title was down 20% since Activision announced they would drop "Call of Duty" from the name.
The current results now place Modern Warfare 2 recognition behind such titles as Halo 3: ODST, God of War 3, and others. However, with many industry analysts predicting sales in excess of 10 million units before the end of 2009, there may not be much to worry about.
"Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2. 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."
He continued, "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."
He continued, "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."
The current results now place Modern Warfare 2 recognition behind such titles as Halo 3: ODST, God of War 3, and others. However, with many industry analysts predicting sales in excess of 10 million units before the end of 2009, there may not be much to worry about.
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