OTX uses a representative sample of US gamers to track awareness of upcoming titles. As of May, 40% of those gamers were aware of Call of Duty: Modern Warfare 2. After Activision dropped "Call of Duty" from the official title of the game, OTX followed suit in the survey, leading the awareness to hit a low of 20%.
"In other words, the Call of Duty brand association essentially doubles the awareness for the game," said OTX analyst Nick Williams. "That is quite a remarkable statistic."
Despite confusion over the rebranding, Williams notes that the game is still posting the highest level of "Pre-Order Intent" amongst gamers.
"Even without the Call of Duty association, it is still perceived as a must have title," he added.