The month of November is always a pivotal period in the video game industry, a strategic moment for blockbusters, big buyouts… and the first commercial disappointments. This year, the case Call of Duty: Black Ops 7 illustrates with particular acuity the tensions in the sector: on the one hand, a franchise still capable of dominating the weekly sales rankings; on the other, a clear drop in its overall performance compared to previous installments. A paradox revealing an ongoing transition in uses as well as in economic models.
Frontal domination: first in the ranking, last on the curves
The week of November 16, 2025, Call of Duty: Black Ops 7 established itself as the best-selling game in Europe, both in terms of units and turnover. A performance which, taken in isolation, could have reassured Activision and Microsoft. But the detail of the figures reveals a completely different observation.
According to GSD data relayed by The Game Businesscumulative physical and digital sales of Black Ops 7 are lower by more than 50% to those of Black Ops 6released a year earlier. Even worse: compared to Battlefield 6, which is not even available on subscription platforms, the game saves 63% fewer sales.
How can we explain that a title at the top of the ranking displays such poor performance compared to its own standards? The answer lies not just in the numbers, but in how we access them.
Xbox Game Pass: catalyst or trap for blockbusters?
The most obvious factor remains the integration of Black Ops 7 in the Xbox Game Pass Ultimatefrom the day of its launch. This allowed a large base of subscribed players to play it immediately, without an individual purchase. A strategy that boosts initial adoption… but mechanically reduces unit sales.
This model is not new. The previous opus, Black Ops 6was also integrated into Game Pass. However, he had achieved much better commercial performance. Does the difference come from a change in the attitude of the players, from the beginnings of weariness, or from a less impactful launch? The question remains open, but one thing is certain: even on a service like Game Pass, the magic of “Day One” is no longer enough to create an event.
The Call of Duty license in full transition
It would be hasty to announce the fall of Call of Duty. The franchise continues to generate revenue, mobilize a huge community, and dominate the rankings. But the decline measured on Black Ops 7 shows that the dynamic has changed.
The annual model, based on a new game every fall, seems to be reaching its limits. The element of surprise is eroding, gameplay mechanics change little, and competition is increasing the number of alternatives. The competing offer appears more targeted, more flexible, or simply fresher. Battlefield 6absent from subscriptions, takes advantage of it.
In addition, widespread access via subscription services pushes players to test, but not necessarily to commit over time. This weakens the link between the franchise and its historical audience.
What next for Microsoft and Activision?
The question isn’t so much whether Call of Duty will survive – it will. But rather: in what form, with what economic model, and with what place in today’s video game landscape? Black Ops 7 sends a clear signal: access isn’t everything. Without desire, without expectation, a license can lose its perceived value.
The next few months will be decisive. Microsoft will have to evaluate the real effectiveness of its Game Pass strategy, particularly on AAA. And Activision will have to rethink its creative approach to rekindle the desire. Because if players continue to play Call of Duty, they seem less and less ready to buy it.