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Mario is the bigger franchise cause it will survive.And it is exclusive while CoD being Multiplat and getting released every year.

This Gen we had a complete 180 in change of taste
CoD is the maingame for the "cool"(at least they think that) kids in this Gen - NextGen it will be something different.
CoD had the luck it was around at the right time and being casual enough to reach a big enough audience.If CoD would have been a core game/shooter it wouldn't had that success but it is a game that rewards everyone no matter how good you are.Everyone is a MLG Champ.
Look up Quake,Doom,UT,CS,PK and Fatal1ty on youtube to see how core shooters look like and how FPS were played before CoD took over =)

Since the NES the taste in games didn't change anywhere near that noticeable and drastic cause Japanese Consoles were dominating the whole time.CoD was together with Microsoft/XboxLive/Console Online Era and Sony screwing up with the PS3 in the early years the driving force for letting that happen.
Activision had the right timing.

Mario is and will always be around.It will probably survive everyone of us.
NextGen with the PS4 probably being on top we will (hopefully) see a change again(it can only get better than it is now :/) but Mario will do always good.Nintendo is a beast when it comes to Mario Games.