Call of Duty and the beast that must die
Written by: Clair Beckett
Upon booting up Call of Duty: Black Ops 6 for the first time I was assaulted with a modern “Marvel” type banner, proudly declaring the expansive media franchise that is CALL OF DUTY. I was then given three different screens filled with the names of game studios swallowed by the machine in the series’ long and crumbling history of game after game after game. Call of Duty claims itself a pillar of the industry. One of the many posts that hold up the very sky of the video game landscape. It stands now before me, million dollar propaganda for the US military starring Spawn and Nicki Minaj for a limited time only, but only if you can pay the price of admission.
The next thing I was told, of course, was to make an Activision account. The game then prompted me to add my phone number and restart the game twice to make sure that all the personal data it wanted from me was set to go. Modern video games have gone so far beyond what they began as and yet they still ride the corpses of the culture the executives strangled to death loudly and proudly. Remember COD4? Remember Modern Warfare 2? Well we do! And we’re happy to announce that we’ve rewritten and re-released them for $70 with extra US warcrimes written to look like the russians did it! Buy now and get a new golden skin for the gun that will only be in the cash shop rotation for the next two weeks!
Loading into the launchers that games like Halo and Call of Duty have become is insulting. But at least Halo has the dignity to somewhat look like a game instead of a collection of repackaged and hastily made content so that you can push its cosmetics exchange and season passes safely underneath some menus so they don’t bother while you try to do the thing you paid for without logging in to your Microsoft account first. No, Call of Duty loads you into a fantastic screen filled with games you COULD own and cosmetics it wants you to spend the money on first. But how did this happen? I thought we were going to vote with our wallets? Show those big companies that we’re not gonna take it anymore! Well, astute video gameist, we did. Or, folks like you did, and the resounding answer was “more forever so the money we’re making off these pre-order bonuses and cosmetic mircotransations.” Except it hasn’t slowed down? Has it? So called “microtransactions” have ballooned up to upwards of $20 for single weapon skins or character packs, art that is made at the behest of artists who are cycled out of the offices like so many reams of paper wasted on stock reports.
Call of Duty wastes 0 time showing you all the ways you can spend money every way possible. If you select the game you “own” you’ll first be prompted to upgrade to the ultimate edition, then when you select multiplayer you’ll be prompted to purchase this month’s battlepass, when you select what character you want to present as on each team you get bombarded with skins, pricetags displayed proudly larger than the actual name of the skin. Too, damn, far. Is what this nonsense is. Far be it from me to lay down my journalistic integrity for the absolute slog that fucking Call of Duty has become, but is this really what we play now? Is this what the multi-million dollar companies have to offer? Do you think that anyone working on these games had their passion cared for? Their intent respected? The answer, dear reader, is no.
No, no this isn’t about video games anymore. But your average “gamer”, as it were, hasn’t cared about this in about 10 years. The “gamer culture” that has been fostered within the triple A sphere of the landscape is one of complacency and non questioning attitudes of “the next big thing must be the best because it’s the next and the biggest!” when in actuality it’s just the biggest number of people laid off without notice and the biggest return for five people in thousand dollar suits. Modern Call of Duty props itself up on the idea of legacy. The idea that the name itself is enough to warrant the money you pay for the content it will legally take away from you in a matter of a few short years so they can save on server costs. But what IS the legacy of Call of Duty? The original titles helped shape the first person shooter landscape, and the fourth title revolutionized multiplayer action games alongside the likes of Halo, but what came after? Almost immediately after COD4’s smashing success it traded any sort of message and want for things like gameplay innovation or narrative cohesiveness for an iterative cycle at the behest of a publisher in some of the early days of the triple A landscape becoming a barren sprawl of corporate greed. Mind you I said some of the early days, corporate greed has always been intrinsically tied to the video game landscape but I digress. Call of Duty became one of the first annual franchises. Swapping developer each year back and forth to make games that were baseline iterative on the last promising “bigger and better but also the same, we promise” ad nauseam until something had to give. Modern Warfare 2 is heralded as a gold standard for the series, but it mostly has to do with the most memorable levels letting you gun down civilians in an airport. Otherwise it was the same jarheaded OO-RA gun em’ down action that the first game had, minus some rather potent anti-war sentiments.
Call of Duty’s legacy then is one of “gamer culture”, fiercely embroiled in charging the most for the least at the promise of it being the very bleeding edge of what your new several hundred dollar machine can do. The idea of the annual franchise sold more than consoles it sold promises to people, and executives loved that. The culture I speak of you can see everwhere in the mid to late 2000s and early to mid 2010s before the absurdity of it all really started to take root. From Mountain Dew cans boasting cool spec ops dudes in tactical gear and offering double XP should you buy the sugary sludge, to commercials starring then YouTube celebrities famous for blowing things up with military grade firearms on empty land. Gamer culture was and still is top priority in ensuring people don’t question the quality or practices of the things they’re being sold now. As long as a company can tug on the heartstrings of millions by saying things like “We grew up playing (insert late 90s/early 2000s video game title here) so we get what makes games fun.” They have carte blanche to repackage, resell, and further monetize things that should not cost that much if anything at all. The idea that the name “Call of Duty” should stand as the base pricepoint to sell you a launcher to host all the games you could own while barely showing you the ones you do is that corporate greed taken to such a far extreme it’s maddening to think about why people aren’t more fucking angry about this.
The great Stephanie Sterling has long spoken on points like this about companies like Activision/Blizzard, Nintendo, and EA. Titans of the industry now only famous for how many people they layoff every few months and how much they charge for games that shouldn’t cost that much. In a 2019 article on how Apex Legends ended up saving Electronic Arts from major stock crashes, she said the following:
“Last generation saw the rise of the “fee to pay” game. The PlayStation 3 and Xbox 360 made online connectivity obligatory for modern consoles, and it was only a matter of time because videogame publishers smelled an opportunity to make money from constant access to their customers. Full premium expansions for videogames gave way to downloadable content, which in turn gave way to microtransactions appropriated from free-to-play games. Only, they never made the games containing them free.
New “AAA” titles saw their entire in-game economies overhauled for the worse in order to support microtransactions. Dead Space 3, notoriously, had to reduce all its horror elements and become a traditional action game to support a desperate weapon crafting economy. This was excused by pundits and spokespeople as offering players a “choice,” without addressing the fact that psychologically manipulative gameplay elements were not things we could opt out of in the games we were paying sixty dollars for.
Having gotten away with it, however, publishers only grew worse. With traditional DLC, season passes, and multiple special editions, many companies have more than quadrupled down on their monetization, and modern games are slowly - subtly - starting to resemble starter packs more than finished products.”
-Stephanie Sterling, “How Apex Legends Saved EA’s Ass… In Spite of EA”, Feb. 12, 2019
In microcosm I think this perfectly encapsulates what the new legacy of things like Call of Duty is. Full and even fuller priced games being stocked with more and more transactions to pull the most out of the consumer without giving anything meaningful in return. Virtual rewards for real world currency that can be taken away at a moment’s notice. Fortnite is most famous for popularizing the “battlepass” style of monetization and rotating cash shop storefronts. By having you purchase funny in-game tokens to buy your skins it hoped to have you forget about the 30$ you just spent on said tokens. Call of Duty and its piers have no such interests. No, cold hard cash is the only way it presents its purchasable garbage and that’s what you pay each time you give in to one of it’s dozens of FOMO inducing splash screens and reminders. You are taken advantage of for your money. That’s not even to touch on the genre destroying concept of “crossover content” which only serves to further drive the idea of sales over substance, with more of your favourite characters and celebrities being added to these games in the form of poorly animated and uncanny models for 20$ a pop.
This new form of selling a legacy can only end in more of the same. More skilled artists, developers, and writers being laid off into an industry that cannot afford to hire them back. Infinite growth has already reached it’s glass ceiling and is pretending that it simply cannot see it due to it’s see-through nature. These giants of the industry, these beasts, must die to see meaningful creative growth return to such spheres as the triple A landscape. The old must give way to the new, the nostalgia has been wrung out like so many drops from an already dry sponge. Name’s are not worth paying for, and neither are concepts. We must think and act critically of these systems if we are to escape them. Voting with your wallet is a false initiative. Participating in the market they have a stranglehold on cannot lead to their downfall. This is all to say the following:
Stop buying this nonsense. Look more into the independent scene. Find your new favourite games through channels like itch.io or the “indie” spaces on the other major storefronts. Pay for the games that care about what they are. And for the love of everything stop purchasing US Army propaganda. I’d like to recommend the likes of Stephanie Sterling, as previously mentioned, who’s journalistic integrity and strength has persevered through some of the worst of gaming’s tumultuous history. Jacob Geller, who’s introspective analysis of video games as pieces of living breathing art tell so much about the passion and craft that goes into something as commonplace as “a video game”. And finally Noah Caldwell-Gervais, a man who I can only describe as one of the most earnest, honest, and just plain down-to-earth guys to ever grace the gaming landscape. These three along with countless others are avenues into further understanding the type of landscape video games exist in in the modern day. I hope you come away from either this article or their work with something new, be it a game or a thought on all this mess. Thanks for reading.
Sources and links:
“How Apex Legends Saved EA’s Ass… In Spite of EA”
Stephanie Sterling’s work
Analyzing Every Torture Scene in Call of Duty — All 46 of Them (Jacob Geller)
How Many Clicks Does It Take To Get to the Center of Diablo? [A Franchise Retrospective] (Noah Gervais)
