Activisionís biggest selling franchise Call of Duty has come out strong for the company, and Call of Duty: Black Ops and Call of Duty: Modern Warfare 2 have seen over a $1 billion in sales. The billion dollar sales have rivaled that of the worldwide top box office hits, like Lord of the Rings. With the new Call of Duty: Modern Warfare 3 set to be released in November 2011, Activision is set to release clips and details about the game at the Electronic Entertainment Expo (E3), to get audiences excited about the new addition to Activisionís lineup. Keeping up the momentum of the other games is crucial.
The video game industry is expected to see $23 billion in sales this year, and the Call of Duty franchise has brought in nearly $5 billion on its own. Also, due to its popularity, downloadable content that players can use to enhance their game play brings in hundreds of millions of dollars in sales. While Activision does have rivals in the world of video game play and sales, Eric Hirshberg, Publishing CEO of Activision says, "By every single measurement, this is still a franchise on the way up...the narrative, in actuality, is 'How high is high?'"