In a recent interview with Edge-Online, Activision CEO Mike Griffith claimed Activision is looking to “monetize” Call of Duty’s online and multiplayer features to the fullest extent. “Over time, we’ll qualify more opportunities to increase the monetization of these activities,” said Griffith.

Activision has seen the potential on Call of Duty’s online features, citing that “The average Call of Duty player has spent nearly five full 24-hour days of their lives online since purchasing the game.” Griffith also said downloadable content would be a bigger priority in Call of Duty: World at War, having over 3 times the content, something he labeled as the “Day One Advantage.” Upon further questioning, Griffith said this “Day One Advantage” would allow players to earn experience points faster, giving them a clear advantage over those who weren’t willing to purchase the content.

Continuing to engage consumers online with Call of Duty [4] is a large part of the reason you still see the title selling for $59.99 in stores and the absence of any used games in the market for Call of Duty

Whether you believe this is a good thing or a bad thing depends on your optimism, or lack thereof. We will definitely be getting more downloadable content, but at what price is unknown. If what Mike Griffith says is true, we could see people paying as much as the game itself just for downloadable content in the long-run.