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Zlejedi said:

I think they need to do more:

Call of Duty Kart racing

Call of Duty at Winter Olympics

Call of Duty party

Call of Duty RPG

and then they can also expand into collectible card games or something :D

When Activision manage to sell over 40 million copies of one entry in the Call of Duty franchise on a single platform, I'll agree with you.

Also, let me know when Call of Duty has an easily identifiable face, a character that people can look forward to seeing in every entry in the series, and come to love.

EDIT: Oh, and regarding the "Franchise fatigue" argument - franchise fatigue isn't so much about the quality of the game, as it is about the motivation to keep buying entries. If people only get incremental improvements in each entry, they're less likely to buy those subsequent entries after buying the first one. The only real exception to this general rules is the sports games, which tend to sell more on image and team lineups than anything else.

In the case of Guitar Hero/Rock Band, people started asking "what's the advantage of buying this next entry?" Just having more songs made available was starting to lose its appeal, and the other additions were becoming more and more "bells and whistles" and less "meat and potatoes", if you'll excuse my mixing of metaphors. It wasn't like the games were decreasing in quality, they just didn't provide any reason to buy the new games over the older ones.