Activision has launched an aggressive counterplay ahead of the release of Battlefield 6, offering one of its major titles for free in a move aimed at disrupting its rival’s comeback. Call of Duty: Black Ops 6 will be available at no cost for a whole week, beginning the day before Battlefield 6’s launch.
Activision’s pre-emptive strike
With Battlefield 6 scheduled to debut on 10 October, Activision is making Black Ops 6 free from 9 to 16 October. During that time, anyone can download and play the zombies mode, multiplayer, or the whole campaign. Earlier, the free beta trial for Call of Duty: Black Ops 7 had already been extended to 9 October, and now the publisher is making its previous edition available at no cost during the critical week that marks Battlefield’s return.
This is no mere marketing stunt. Despite being nearly a year old, Black Ops 6 remains a top seller. In July, it was the fifth-best-selling game in the US, and so far this year, it holds the position of the fourth-best-selling title to date. Launching a free-play week could significantly divert attention and momentum away from Battlefield 6.
Data from research firm Circana indicates that many fans plan to purchase both Battlefield 6 and Black Ops 7. However, fewer fans who plan to buy Black Ops 7 are also planning to purchase Battlefield 6. This asymmetry gives Activision a potential leverage point as it seeks to defend its franchise’s dominance.
Battlefield 6 enters the spotlight
EA has embraced the rivalry, releasing promotional material that aims to rival Activision’s star-driven marketing. The developers of Battlefield 6 have also emphasised a technical advantage: the new title will not support last-generation consoles, whereas Black Ops 7 will still run on hardware over a decade old.
“Maybe the only magic trick is that we’re not on the PS4 or Xbox One anymore,” said EA’s Christian Buhl in an interview with PC Gamer. “So we’ve raised the floor of what we have in terms of memory and CPU speed, and so obviously raising that floor helps with improving performance overall. Since we’re not trying to get the game to run on a PS4, for example.” In effect, removing legacy consoles allows Battlefield 6 to demand more from hardware and potentially deliver a smoother experience.
This technical leap is part of EA’s strategy to differentiate Battlefield 6. By charting a course away from consoles that limit performance, the studio hopes to position its game as next-generation only, promising enhanced visuals and gameplay.
Rivalry heats up amid franchise fatigue
Analysts and fans have noted a growing fatigue with the current trajectory of the Call of Duty series. The series has become synonymous with frequent cosmetic drops and celebrity tie-ins, and some players have expressed a yearning for a more grounded, military shooter experience. That sentiment may benefit Battlefield 6, especially if changes in tone or scope appeal to veterans dissatisfied with the status quo.
In the run-up to release, fans have already started debating which game’s trailers generate the most buzz, which beta performs better on PC and console, and whose social metrics show the most traction. The battle over eyeballs and interest might prove as consequential as the battle over sales.
For now, Activision has made its move. Whether this free week will blunt Battlefield 6’s ambitions or merely raise the stakes is a storyline that will unfold in the weeks ahead.
