"We believe unit sales of Call of Duty: Black Ops II are tracking down double digits year-over-year. Our checks show initial sales of CoD: Black Ops II at some retailers were down as much as 20 percent. Subsequently, it appears sales of CoD did pick up a bit over the Thanksgiving holiday. We think the current sales curve suggests CoD: Black Ops II unit sales in its first year could ultimately be down 10 percent to 15 percent year-over-year.
If we are right, this would be the second year in a row this critical franchise will have seen units decline (Call of Duty: Modern Warfare 3 is down an estimated 5 percent versus Call of Duty: Black Ops). We estimate CoD generates 40 percent to 45 percent of the company's EBIT on an annual basis and it goes without saying that weakness in this franchise is a cause for concern." - Sterne Agee analyst Arvind Bhatia
Here we go, the beginning of the end for Call of Duty. When Activision drives all their big-name franchises into the ground, what will happen then? Guitar Hero is already dead, with Call of Duty slowly digging that same grave.