In a surprising twist, Call of Duty: Black Ops 7 has managed to maintain the top spot in holiday sales for 2025, despite being embroiled in controversy upon its launch. However, it was Battlefield 6 that ultimately secured the title of best-selling game of the year. This dynamic reflects the ongoing competition between two of the gaming industry’s most iconic franchises.
The announcement comes as Call of Duty finds itself at a crossroads, navigating the complexities of appealing to a diverse audience that spans millennials, Gen X, and Gen Z. Each cohort brings its own expectations and desires for the franchise’s direction, adding layers of complexity to its development and marketing strategies.
The Battle of the Franchises
Over the summer, Battlefield 6 capitalized on the debate surrounding Call of Duty’s evolving aesthetic, which has increasingly incorporated elements from cartoons, pop culture, and celebrity influences in an effort to emulate the success of Fortnite. In contrast, Battlefield 6 promised a return to gritty, realistic first-person shooter warfare, a promise that resonated with a significant portion of the gaming community.
According to industry analyst Mat Piscatella from Circana Analytics, Battlefield 6’s approach paid off, allowing it to edge out Call of Duty: Black Ops 7 in the annual sales race. Despite Call of Duty’s strong holiday performance, it only managed to secure the fifth spot in overall sales for the year, trailing behind titles like Monster Hunter Wilds, Borderlands 4, and NBA 2K26.
Impact of Xbox Game Pass
Another factor influencing Call of Duty’s sales figures is its availability on Xbox Game Pass, a subscription service that has become increasingly popular among gamers. This accessibility has bolstered Call of Duty’s engagement metrics, even as it struggles to surpass Battlefield 6 in total sales.
Microsoft’s reluctance to share detailed Game Pass subscriber numbers adds a layer of mystery to the true impact of the service on Call of Duty’s performance. However, it is clear that the franchise remains a dominant force within the Game Pass catalogue, with strong engagement levels reported throughout 2025.
Industry Growth and Challenges
The gaming industry as a whole experienced modest growth of 1.4% in the United States for 2025, lagging behind other entertainment sectors. Industry insiders, including alumni from Xbox and PlayStation, have pointed to competition from social media platforms like TikTok and Instagram as factors eating into gaming time.
Despite price hikes in hardware, subscriptions, and games, the industry’s growth remains sluggish, presenting challenges for major players like Microsoft. The company is investing in initiatives such as Xbox Cloud Gaming and Windows 11 to drive future growth, even as Xbox hardware sales declined by 50% year over year.
Looking Ahead
As Microsoft prepares for its upcoming Developer_Direct show, which will focus on Xbox Game Pass content, the company faces the challenge of convincing subscribers to renew their memberships at higher price points. The introduction of a free tier for Xbox Cloud Gaming, supported by ads, represents a strategic move to expand its user base.
Meanwhile, the gaming landscape continues to evolve, with PC and mobile gaming growing at a faster pace than consoles. This shift is attributed to the multifunctional capabilities of these devices, prompting speculation that the next Xbox iteration may incorporate elements of a Windows PC to remain competitive.
As the battle between Call of Duty and Battlefield continues, both franchises must navigate a rapidly changing industry landscape, balancing innovation with the expectations of their diverse fan bases. The coming year promises to be a pivotal one for the gaming industry, with new challenges and opportunities on the horizon.
