Today marks the highly anticipated release of Black Ops 6, the latest title in the renowned Call of Duty franchise. In a move highlighting the game’s significance, Activision revealed its marketing budget is on par with that of a major blockbuster movie—a scale rarely seen in the gaming world.
In an interview with Variety, Activision executive Tyler Bahl shared insights on the campaign, though he kept the exact numbers under wraps. When asked about the game’s promotion strategy, Bahl compared the budget to a major film, emphasizing the high stakes. “Obviously, we want to generate sales, but I think overall, just awareness of the new game coming out,” he said, underscoring the team’s ambitious aim to dominate the charts. “That’s always a focus, making ‘Black Ops 6’ the No. 1 game this fall.”
Activision’s First Microsoft-Era Launch
For Activision, Black Ops 6 is more than just another game release. It’s the first installment launched under Microsoft’s ownership, a milestone that has brought fresh resources and reach to the campaign. Marketing efforts are now global, with Bahl highlighting how the team extended the campaign across numerous countries. “I just want people to like the campaign and the work that we’re doing as marketing group,” Bahl added.
Activision’s commitment to massive launches for Call of Duty games is nothing new. However, this release feels like a turning point, not only because of the scale of marketing but also the new corporate backing from Microsoft.
