Macquarie Securities’ Ben Schachter and other analysts, including Michael Pachter, have “significant concerns” toward Activision’s Call of Duty series and the FPS (first-person shooter) genre as a whole. Schacter believes that Call of Duty has reached its peak in 2011 and will have a hard time trying to expand its audience. Below are Schacter’s six reasons as to why he thinks Call of Duty: Black Ops will always be the most successful title in the franchise’s history:
- HD hardware and software as a whole have been declining all year (it is not just weak Wii sales that are impacting the industry)
- Lifetime unit sales of Modern Warfare 3 are slightly below Black Ops
- The genre seems tired
- The futursitic setting may not have the same appeal for some
- The macro economic environment is causing some gamers to hold back on upgrades
- Currency fluctuations mean that European sales are worth less to ATVI shareholders




