Activision thinks the setting was CoD's problem.
When they see people laugh at a WW2 or 1 CoD, after Battlefield 1, they'll see the folly of their ways. They need a year (maybe two!) off, both IW and Treyarch, to completely reevaluate how CoD should go forward as a game series. Top down.
There's a strong chance the industry itself outgrew the franchise.
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