| Category | |
|---|---|
| Awareness | 87.0% |
| Popularity | 52.0% |
| Gamership | 47.0% |
| Buzz | 43.0% |
Video game franchises
Call of Duty brand profile in the U.S.
Released in 2003 for the first time, the Call of Duy gaming franchise is now recognized by almost 90 percent of U.S. respondents who play video game franchises. Around 47 percent of the surveyed gamers had played COD in the past 12 months before our survey.
The FPS game has a 49 percent usage score among Gen Z video game franchise users. Around 45 percent of Millennial respondents have noticed COD on social media or in advertising, and only 10 percent of Gen X respondents are unaware of the Call of Duty brand.
Brand KPI profile
The numbers Mason, what do they mean!
One of the best-selling video game franchises worldwide, Call of Duty is recognized by 87 percent of franchise gamers in the United States. Almost half of them have played Activision’s FPS video game during the past 2 years, and around 43 percent had noticed the FPS brand on social media or in advertising during the past 3 months before our survey.
Generations
The call of duty might go unheard by older generations
Our side-by-side comparison of brand KPIs for Call of Duty among gamer generations shows that the FPS video game franchise has the most potential of growth among Baby Boomers – if they dare immerse into the fast-paced action. The oldest generation in our survey scores the lowest in all the brand KPIs, including brand awareness, brand popularity, and media buzz. Meanwhile, around 50 percent of Millennial video game franchise users have played CoD in the past 2 years, and almost half of Gen Z respondents had noticed it on social media or in advertising in the 3 months prior to our exclusive survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 87.0% | 88.0% | 86.0% | 90.0% | 79.0% |
| Popularity | 52.0% | 59.0% | 53.0% | 51.0% | 32.0% |
| Gamership | 47.0% | 49.0% | 50.0% | 44.0% | 31.0% |
| Buzz | 43.0% | 48.0% | 45.0% | 38.0% | 23.0% |
Life values
Call of Duty is a call of success
Let’s look at what’s most important in life, for Call of Duty players. As can be seen, CoD gamers put more emphasis on success (51 %) as compared to the ones who do not use COD (36 %). And while 43 % of Call of Duty non-players put value on safety and security, this life aspect is important to just 35 % of the FPS franchise’s users.
| Category | Total | Call of Duty player | Non-player |
|---|---|---|---|
| A happy relationship | 44.0% | 40.0% | 46.0% |
| An honest and respectable life | 42.0% | 36.0% | 46.0% |
| To be successful | 41.0% | 51.0% | 36.0% |
| Safety and security | 40.0% | 35.0% | 43.0% |
| Making my own decisions | 32.0% | 29.0% | 33.0% |
| Having a good time | 29.0% | 32.0% | 28.0% |
| Learning new things | 27.0% | 28.0% | 26.0% |
| Advancing my career | 16.0% | 21.0% | 14.0% |
| Traditions | 14.0% | 14.0% | 14.0% |
| Social justice | 14.0% | 13.0% | 15.0% |
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