“The idea of giving people constant incremental playable content and making it so you’re never more than a few weeks away from the next new experience within the Call of Duty universe is part of what we’re experimenting with. This franchise doesn’t really behave like most franchises. It’s become something of a year-round activity for a large percentage of our player population. One of the things that was most appealing when we were researching these ideas with consumers is the idea of breaking up the DLC so that it comes more often and more regularly. We want to provide DLC to people more often and also experiment with more of a variety in the forms of playable content. The nature of this kind of service requires constant iteration. There are things [in development] that consumers don’t yet know they want… because they can’t imagine it.” – Activision Publishing CEO Eric Hirshberg to Wired.