In terms of single player, the game doesn't play radically different from CoD:2 or 3 or World at War, and when those games came out everyone was complaining about the WW2 shooter like they are complaining about the MW shooter now. What changed all that was the look of CoD:MW, and the multi-player. That is what revitalized the franchise, and shooters shifted aesthetically from WW2 to "Modern Warfare".
If CoD want's to freshen things up it needs to do what it did before again - and Black Ops ain't it. Black Ops will probably sell well, so if it ain't broke don't fix it, but when it gets broke they'll need another leap. A few years off could give everyone a reprieve and would perhaps do the franchise a favor in the long run, but that ain't happening. Short of abandoning the franchises Call of Duty-ness in favor of a radically different style, future CoDs could change the aesthetic away from the MW thing (without going back to WW2) while introducing something substantial into the multi-player. I have no idea what the new setting could be though. The past is pretty well mined, and so is the future, but a really imaginative original world not based on history or the "modern warfare" shtick is probably the best bet. Easier said than done, but unless something happens I think things are going to start to stagnate commercially. The Modern Warfare shooter can't keep smashing sales records forever, can it? Unless Infinity Ward releases games with the regularity of Valve or Blizzard I don't see that happening. Somethings gotta give.
Maybe they are stuck in a hopeless cycle. Now that I think about it, BioShock and BioShock: Infinite embody a lot of the changes I was thinking of w/r/t shooters, but Call of Duty they are not. Maybe there won't be any genre trends like the Modern Warfare shooter and the WW2 shooter before that, and the commercial focus will instead shift to more unique games that have a different development style like TF2 or Bioshock.
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