Activision Made ‘Right Choice’ with CoD Elite Reveal Tactics

Activision’s Publishing CEO explains why the Call of Duty Elite reveal was purposely confusing.

Erik Norrisby Erik Norris


If you ask us, the reveal of Activision’s Call of Duty Elite service could have gone a lot smoother. After the dust settled there was a lot of confusion regarding the premium social networking, unification service for Call of Duty players. But if you were to ask Activision Publishing CEO Eric Hirshberg, he would beg to differ. Hirshberg thought the reveal went rather well, in fact.

While speaking to Gamasutra, Hirshberg explained that the reveal of Call of Duty Elite was meant to have holes, leaving players with questions. The reasoning behind this is because a lot of what Elite has to offer can’t be revealed until we get closer to the launch of Call of Duty: Modern Warfare 3. Elite and MW3 are so tightly integrated that spilling all the beans on Elite would potentially spoil a lot about Modern Warfare 3’s multiplayer component. Therefore, Activision chose not to reveal those details.

“I’m not sure that there was any way we could have messaged it any better and not gotten that response from that portion of the audience,” said Hirshberg.

“But I will say this. We were not ready to reveal the entire feature set of the service because a lot of it is embedded into Modern Warfare 3…So what we revealed was incomplete and we did create some confusion.”

Hirshberg wrapped up the discussion by explaining that the upcoming beta for CoD Elite will help Activision refine the service to perfection before launch. But again, he stands firm that Activision made the right choice about not explaining everything regarding Call of Duty Elite. Although, Activision did give in to fan pressure to some degree by offering up a FAQ shortly after the reveal that cleared a lot of the air.

“We’re not ready to reveal everything yet. We’re going to have a better service at launch because we’re going to be able to polish it and refine it through the beta. I think we made the right choice.”

To that we say: just give us the price for the premium subscription already. Please?!