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.
A Deus Ex Call of Duty Game
Technically it's 50% less, because half of 40% is 20%.
But of course this whole thing is BS anyway, as most of these studies are. Activision Blizzard and IW know what the hell they're doing. Everyone knows about MW2, and everyone who might buy it will know by the time it comes out.
These are the same studies that never would have guessed COD4 would crush Halo 3 and be more popular on Xbox Live.