Call of Duty starts new sub-franchise development

Olivia Smith 10/16/2026

The Call of Duty universe is preparing for a major structural shift, signaling an exciting return to a foundational three-pillar strategy. After years of alternating between major titles like Modern Warfare and Black Ops, the franchise is now setting its sights on developing an entirely new sub-franchise designed to stand alongside its current pillars.

This strategic pivot has been confirmed by Activision’s Chief Marketing Officer, Tyler Bahl, who revealed in a recent interview that the team has already begun laying the groundwork for a long-term branch of the franchise, moving beyond one-off experiments into something truly sustained.

While the focus remains firmly on the upcoming Modern Warfare 4, Bahl confirmed that separate development is underway for this new series. This move addresses the evolving landscape of the franchise, ensuring that future installments have a distinct, long-term identity.

This change reflects a notable evolution in how Call of Duty has been managed. Historically, the series operated through a three-team rotation, with contributions from studios like Treyarch, Infinity Ward, and Sledgehammer. As the focus narrowed in recent years, concentrating heavily on Modern Warfare and Black Ops, the company recognized the opportunity to refresh the structure and inject fresh energy into the franchise.

The specifics of what this new sub-series will entail remain under wraps for now. Activision has intentionally kept details about the setting or theme private, ensuring that the focus remains on the foundational elements of the game rather than specific lore. There is no indication that the new series plans to revisit older concepts, such as the previous Advanced Warfare title.

For now, the focus is on the progression of Modern Warfare 4, while the creative team quietly builds a new, dedicated path for the Call of Duty legacy. It is an interesting development, positioning the franchise for a renewed era of creative exploration within the competitive shooter landscape.