Call of Duty: Black Ops 7 has retained its position as the best-selling game during the holiday season, despite launching amidst controversy. The title’s success highlights the enduring appeal of the franchise, even as it navigates a complex generational landscape in gaming.
The Call of Duty series finds itself at a crossroads, attempting to cater to the diverse preferences of Millennials, Gen X, and Gen Z players. Each group harbors distinct expectations for the future of gaming, putting pressure on the franchise to innovate while maintaining its core appeal.
Battlefield 6’s Strategic Advantage
Throughout the summer, Battlefield 6 capitalized on the ongoing debate surrounding Call of Duty’s evolving aesthetic. While Call of Duty has embraced a more eclectic mix of skins inspired by cartoons, pop culture, and celebrities, Battlefield 6 has doubled down on delivering a gritty and realistic first-person shooter experience. This strategic decision has resonated with players, allowing Battlefield 6 to secure the title of best-selling game of 2025.
Despite its strong holiday performance, Call of Duty: Black Ops 7 did not surpass Battlefield 6 in annual sales. It ranked fifth overall, trailing behind other popular titles such as Monster Hunter Wilds, Borderlands 4, and NBA 2K26. Notably, Battlefield 6 benefited from a longer sales period, which contributed to its dominance.
Impact of Xbox Game Pass
Call of Duty’s inclusion in Xbox Game Pass has played a significant role in maintaining its engagement levels. The service has bolstered the franchise’s reach, although Microsoft’s reluctance to disclose detailed subscriber numbers leaves the full impact somewhat opaque. Nonetheless, Call of Duty’s performance on Game Pass has been robust, outpacing Battlefield 6 in user engagement metrics.
According to Circana Analytics, Call of Duty had the strongest performance in the Xbox Game Pass catalog for 2025.
While Xbox Game Pass has proven advantageous for Call of Duty, the gaming industry as a whole experienced modest growth of 1.4% in the United States for 2025. This increase lags behind other entertainment sectors, with industry insiders citing competition from social media platforms like TikTok and Instagram as a factor reducing gaming hours.
Challenges and Opportunities for Microsoft
Microsoft faces a challenging landscape, with Xbox hardware sales declining by 50% year-over-year. However, the resilience of Xbox Game Pass, despite a significant price hike, offers a glimmer of hope. The upcoming January Developer_Direct showcase, focusing entirely on Game Pass content, aims to reinforce the service’s value proposition to both current and potential subscribers.
In an effort to diversify revenue streams, Microsoft is introducing a free tier of Xbox Cloud Gaming supported by ads. This move, coupled with potential in-game advertisements in free-to-play titles like Fortnite, reflects a broader industry trend towards monetizing digital platforms through advertising.
Xbox remains a major player in the tech industry, ranking within the top half of the Fortune 500 companies list.
The Future of Gaming Platforms
Looking ahead, gaming platform holders are encouraged to enhance the multitasking and social capabilities of their devices. The rapid growth of PC and mobile gaming, attributed to their multifunctional nature, suggests a potential direction for future console development. Microsoft’s next Xbox iteration is anticipated to incorporate elements of Windows PC functionality, aligning with this trend.
As the gaming industry continues to evolve, the balance between innovation and tradition will be crucial for franchises like Call of Duty. The ability to adapt to shifting consumer preferences while maintaining a strong brand identity will determine their success in the coming years.
