Activision’s new subscription service for Call of Duty known as “Elite” may have its doubters but it is the direct result of extensive user feedback.
In a recent interview with the Guardian Activision Boss, Bobby Kotick explained the reasons behind Call of Duty: Elite’s creation.
“We started out with a desire to give back to our players; we wanted to
add capabilities that were the direct result of research conducted with
our audience. We have tens of millions of players, and we went out to
our audience and we solicited their thoughts and opinions on what would
make the game – on a free basis – more fun to play.”
“So the bulk of what we’ve done is to create a free service that offers a
whole host of new, interesting and well-differentiated capabilities
that will get our audience really enthusiastic and excited about
playing. We have very articulate audiences – they’re able to prioritise
what’s important; they’re able to give us clarity on features that they
think will be useful. So from that perspective, what we’re delivering is
the direct result of player input – and a lot of it.”
“There were also a certain number of things that our players wanted to
see, with the recognition that those particular services would be costly
for us to develop. And we spent a lot of time talking about what’s a
fair way to charge for what are premium services. In that regard too we
got great audience feedback. So [Elite was based on] very well-informed
research that goes deeper and is more extensive than anything we’ve done
Many see the Elite service as just a way for Activision to make more money out of Call of Duty fans.