Even if you’ve been living in a bubble for the last week, no doubt a renegade gamer has bought the release of Call of Duty: Modern Warfare 3 (MW3) to your attention. One of the biggest gaming franchises has unleashed its latest offering in its series with a swanky launch party and queues of gamers stretching around the block, leaving barely enough room for pensioners to pass by.
As you may have guessed, we’re not hear to talk about the game itself – we’ll leave that to the pro-game reviewers, Metro for example. No, we’re here to look at the game’s development of social activity. MW3 adds a whole new social layer to it’s product in what the producers Activision call the “social experience”. MW3 includes full Facebook integration allowing you as the player to find other friends playing the game, as well as updating your status, the ability to join Call of Duty groups and discuss plans with other gamers – all whilst MW3 pushes your every move to your Facebook profile and news feed for friends to see.
In our opinion it’s a natural yet exciting addition to a product that is inherently social, given the developments of online gaming over the past decade. Whereas marketing of a game generally was invested in prior to launch and continuing for a defined period in past years, Facebook opens up an organic ability to spread word of mouth on a continual basis, further growing the brand and the franchise itself. The ability to harness friend to friend marketing in such a way gives Activision an advantage over others, although there’s no doubt the “others” won’t be far behind.
Check out this video for the full lowdown from the makers and let us know your thoughts on MW3’s social experience in the comments below.