Since 2022, Call of Duty: NEXT has defined the new standard for franchise reveals, evolving into a global spectacle by 2025 through increased scale, technology, and creator integration.
The ask: Activision needed a revolutionary marketing strategy to launch three key Call of Duty titles and set a new industry benchmark for live launches, moving beyond traditional reveals.
The result: The event delivered the biggest Call of Duty beta launch of all time, setting pre-order records. It drove $1 billion in revenue in the first 10 days, 8 million units sold in three days, and attracted 5 million+ viewers, becoming the most-watched COD event in history.
What we did: We created a "community first" broadcast and influencer streaming event—a never-before-done concept that centered the world's top streamers in the launch moment.
How we did it: An entire experiential hub was built inside an empty aircraft hangar, featuring two main stages and 200 individual streaming pods. We invited 200 of the world's biggest streamers to play and simultaneously stream the new game, all unified by a "Red Zone"-style broadcast with nine on-camera hosts.
