Understanding Activision’s controversial AI marketing tactics for non-existent mobile games and what it means for gamers
The Deceptive Advertising Campaign
Activision has been deploying targeted advertisements across social media platforms showcasing what appear to be new mobile titles from beloved franchises including Guitar Hero, Call of Duty, and Crash Bandicoot. However, these promoted games exist only as conceptual mockups created through artificial intelligence tools.
Gaming enthusiasts have witnessed artificial intelligence technology becoming increasingly integrated into video game production pipelines, with Call of Duty being among the prominent titles adopting these emerging tools despite some community reservations about their implementation.
Players of the Call of Duty series had long speculated about AI involvement, but on February 24, Activision formally acknowledged employing artificial intelligence systems during the creative process for their upcoming title.
“Our development teams utilize generative AI technologies to assist in creating selected in-game components,” the company stated publicly on the Black Ops 6 Steam product page.
This announcement omitted crucial details regarding the scope of AI implementation, creating uncertainty and concern within the player community. Activision further complicated matters by employing similar AI technologies to market completely fictional game titles.
Industry watchdog CharlieIntel exposed the strategy, reporting that “Activision is circulating advertisements through its verified Facebook and Instagram accounts soliciting opinions about Call of Duty: Sniper and Call of Duty Zombies Defender mobile games, both featuring artwork generated by artificial intelligence systems.”
Rather than directing users to actual game downloads, these links redirect to survey forms collecting feedback about potential interest in these conceptual titles. The practice extends beyond Call of Duty, with similar AI-created promotional materials appearing for Guitar Hero Mobile, Crash Bandicoot Brawl, and the Hexen franchise.
Community Backlash and Corporate Silence
The gaming community responded negatively upon discovering these unconventional marketing approaches.
“I’m certain that users tricked into accessing fraudulent download portals will offer immensely useful analytical data to Activision,” one community member sarcastically commented.
“One would assume a multi-billion dollar entertainment corporation could manage to commission human creative professionals,” another participant added.
Activision has remained silent regarding criticisms of these advertising methods, leaving uncertainty about whether these conceptual games will ever progress beyond survey concepts.
This marketing approach represents a significant departure from traditional game promotion strategies. Instead of building anticipation through teaser trailers or controlled leaks, Activision is testing market interest through deceptive means that potentially damage consumer trust. The company risks alienating its core audience while gathering questionable data from misled participants.
Industry analysts suggest that while market research is valuable, employing misleading tactics can create long-term brand damage that outweighs any short-term data collection benefits. The gaming community has demonstrated particular sensitivity to transparency issues following previous controversies around loot boxes and microtransactions.
Dormant Franchises and Missed Opportunities
Should these projects remain unrealized, it represents a disappointing outcome for enthusiasts, particularly given that no new Guitar Hero installment has released in over a decade. The year 2020 marked the discontinuation of online servers for Guitar Hero on PlayStation 3, restricting current gameplay exclusively to Xbox 360 platforms.
The prolonged absence of new Guitar Hero content represents a significant market gap, especially considering the ongoing popularity of rhythm games and the success of competitors like Fortnite Festival. Similarly, Crash Bandicoot maintains strong nostalgic appeal, with the N. Sane Trilogy demonstrating continued commercial viability for the franchise.
Mobile gaming represents a logical expansion avenue for these properties, yet Activision’s approach of teasing non-existent games through AI-generated concepts has frustrated rather than excited the fanbase. The company appears to be prioritizing low-risk market research over genuine development investment.
Successful mobile adaptations of console franchises require careful consideration of control schemes, monetization strategies, and gameplay adjustments. The gap between conceptual interest expressed in surveys and actual player engagement with finished products presents a significant challenge for market research accuracy.
Industry Context and Related Developments
Everything we know about Call of Duty: Black Ops 7 after Gamescom reveal
Battlefield 6 doesn’t scare Activision as Call of Duty is “too big to fail”: Report
New ‘game’ goes viral for incredible visuals but millions have been duped by AI
For additional Call of Duty coverage, explore our comprehensive guide to the anticipated Season 3 content updates.
The gaming industry continues to grapple with appropriate applications of artificial intelligence, balancing efficiency gains against creative integrity and employment concerns. Activision’s dual use of AI—both in development and marketing—positions the company at the forefront of these industry-wide discussions.
Transparency remains the critical factor in maintaining player trust. While AI tools can streamline certain development processes and provide innovative marketing approaches, deceptive implementation risks damaging the player-developer relationship that forms the foundation of successful game franchises.
As technology evolves, establishing clear ethical guidelines and communication standards will become increasingly important for publishers seeking to integrate AI while preserving community goodwill and brand reputation.
No reproduction without permission：Game Guides Online » Activision announce surprise new Call of Duty games – but they aren’t actually real Understanding Activision's controversial AI marketing tactics for non-existent mobile games and what it means for gamers