Ahead of the arrival of Black Ops 6 on 25 October, LicensingSource.net catches up with John Friend, head of Xbox Gaming Consumer Products, to find out more on the unique nature of the Call of Duty licensing programme and why fans – and licensees – can’t get enough.
The Call of Duty franchise is one of the most enduring in video games history. It has a 20+ year legacy, an engaged and passionate fan base and has also succeeded in building a consumer products programme which is completely authentic and relevant.
“We’ve had to consistently evolve and approach the licensing and development of consumer products for Call of Duty very differently than we would other franchises,” explains John Friend, head of Xbox Gaming Consumer Products. “Historically, Call of Duty has launched a new game annually. Because of this launch cadence we had to look at the business with two lenses.
“One was to ensure we were supporting our new launch – which at times can pose its challenges with a new game/look/sub-franchise each year and translating that into a successful and meaningful licensing business. Traditionally this is how we’ve always approached the business, leaning into the key launch logos and assets for the given launch year while supporting our live ops side of the game with Call of Duty: Warzone seasonal drops.”
John adds: “On the other hand, and most recently, the team has taken a refreshed look at the overall franchise that Call of Duty is and the power of its 20+ year legacy. With this new way of approaching our outlook, we’ve been able to explore and push the boundaries into new categories such as making a real-life COD plush bunny with Mister Peeks and leaning into fashion looks that represent the larger impact COD represents within our gaming communities.”
The fact that COD is such a fan driven franchise also means that the team gets to have fun and be creative with core in-game elements, in addition to the traditional ‘boots on the ground’ assets, giving fans a unique product mix.
Key activity this year includes a Call of Duty: Black Ops 6 apparel and accessories line launching at Asda from Fashion UK; limited edition collectable vinyl figures from Yootooz which celebrates the characters and themes from the franchise; Performance Thumbsticks and Thumbgrips from KontrolFreek; and peripherals from Corsair including a desk mat, mouse, controllers and wave mic among others.
John continues: “The Black Ops series is known for its mind-bending narrative and blockbuster action, and Black Ops 6 is no different. Since the reveal, we’ve seen a ton of hype and anticipation throughout the community, and we are excited to be bringing world class products to life alongside this epic campaign.”
John sees plentiful opportunities for further growth in the CP space, too. “Our direct to fan e-commerce store COD Shop is still in its infancy only having launched in 2021,” he says. “With a few years of testing and learning with our fans, we’ve been able to grow into new categories such as high-end collectable replicas from in-game, and fan and lore driven graphics.
“It’s such a wonderful experience to see how our fans feel so connected to our products and the genuine passion and appreciation for the care we put into the CP space. Our team is continuously working with the studios and game teams to find ways that we can connect the fan’s digital experience to the actual physical product, for example via in-game content and seasonal drops. We see growth in expanding into the fashion apparel space and high-end collectables. We are continuously pushing the limits of where gaming and fashion can intersect in the streetwear space.”
While the short-term aim is making sure the licensing programme celebrates and represents the excitement for the launch of Call of Duty: Black Ops 6 in October, there is also an eye on the longer term and continuing to connect with fans.
“We want to push how we find those connection points with tying the products closer to the game every step of the player journey,” John explains. “We know our products represent so much more than just the clothes our fans wear, collectables they display in their homes, or gear to deck out their gaming stations. Rather, our products represent this larger fandom, and we get to be that physical extension of this amazing community we’re all so immersed in, that is largely digital. Our products are our way of sharing that passion for Call of Duty and along with our players – because let’s be real – we’re fans of the game too! Being a part of the business that can participate with the fan love and passion is an incredible honour for our entire team to work on every day.”
Call of Duty: Need to know
“Call of Duty – published by Activision – is a critically acclaimed, award-winning video game franchise that offers a variety of best-in-class experiences, featuring nonstop action and thrilling gameplay that has entertained a massive global player community,” explains John. “The upcoming instalment, Call of Duty: Black Ops 6, developed by Treyarch and Raven Software, and which launches on 25 October this year, is an epic blockbuster with an immersive story set in the early 1990s, a period of transition and upheaval in global politics characterized by the end of the Cold War. With a mind-bending narrative campaign, a best-in-class signature Black Ops multiplayer experience and the return of round-based Zombies, Black Ops 6 delivers one of the most breathtaking and spectacular iconic Black Ops experiences to date.”
The Call of Duty franchise has sold over 425 million premium games, with franchise revenue over $30 billion, life to date. In addition, there have been over 650 million Call of Duty: Mobile downloads globally since launch.
This feature originally appeared in the autumn 2024 edition of Licensing Source Book. To read the full publication, click on this link.
