A survey conducted by OTX has shown that only half of gamers who knew about Call of Duty: Modern Warfare 2, knew about it without the COD tag.
They concluded that Call of Duty’s brand association ”essentially doubles the awareness” of the game, which is ”quite a remarkable statistic.” Pre-order levels are predicted high.
”Up until the beginning of May, OTX had been tracking the title as Call of Duty: Modern Warfare 2. More specifically, we asked a representative group of gamers in the U.S. whether or not they had heard of Call of Duty: Modern Warfare 2,” OTX tells Gamasutra.
”At that time, approximately 40 percent of all gamers in the U.S. claimed that they had heard of this title.” That name wasn’t meant to be though, things changed…
”However, once it became clear that Activision was positioning the title as Modern Warfare 2, OTX removed ‘Call of Duty’ from the consumer survey, and the awareness levels dropped to 20 percent,” they continued.
”In other words, the Call of Duty brand association essentially doubles the awareness for the game. That is quite a remarkable statistic.” Want to sell that crappy old car of yours out front? Put ‘Call of Duty’ in the sales sign you idiot, have you never heard of marketing?
”Despite this dramatic drop in awareness, the purchase intent for Modern Warfare 2 remains very strong,” said OTX analyst Nick Williams. Infinity Ward with the Modern Warfare brand has carved out ”a passionate following of its own.”
”The intensity of the purchase intent is particularly impressive, as illustrated by the high levels of Pre-Order Intent, which is the highest of any title currently being tracked. … Even without the Call of Duty association, it is still perceived as a must have title.” Damn straight.
