The launch of Call of Duty: Black Ops in 2010 established Call of Duty as the most popular and successful video game franchise in the world. Our mission for Call of Duty: Modern Warfare 3, the latest installment of the franchise, was to make it the biggest entertainment launch of all time—even bigger than Avatar. Our game plan was to stoke the 25 million core fans with new experiences. Recruit newcomers with entertainment that made the game more accessible. And crush the competition with scale. A year-long engagement plan had three key beats: Tease, Reveal and Launch.