For months, players in the FPS world have been locked on the rivalry brewing between Battlefield 6 and Call of Duty: Black Ops 7.
Battlefield’s comeback carried momentum from a solid beta and rising wishlists as Call of Duty entered weighed down by doubt.
At one point, Battlefield 6 even appeared to be outpacing Black Ops 7 in preorder charts, leading some players to believe that this could be the year EA finally closes the gap.
However, industry analysts suggest that the outcome could already be locked in, and it has less to do with quality or excitement and more to do with entrenched consumer routines.
What Is “Autopilot Purchasing”?
Rhys Elliott of Alinea Analytics introduced the idea of “autopilot purchasing” to explain why Call of Duty maintains its dominance year after year.
According to him, buying Call of Duty has become a yearly ritual for tens of millions of players, many of them casual gamers who simply pick up the new release without thinking twice.
This purchasing behavior has persisted for decades and doesn’t seem to fade, even in years where the games themselves face heavy criticism.
Elliott makes clear that even when the community pushes back on certain decisions, the release still triggers the same cycle of sales.
Can Battlefield 6 Break the Cycle?
None of this means Battlefield 6 is failing.
In fact, analysts admit it could become the franchise’s most successful entry yet, with open betas drawing in huge player counts and community reception more upbeat than anything the series has seen since Battlefield 1.
Steam wishlists have skyrocketed, and early hands-on impressions praised the maps, scale, and overall feel of the game.
Still, Alinea’s data shows that around 60% of Battlefield 6’s wishlisters are also Call of Duty players, making it hard to imagine those same players skipping Black Ops 7 entirely.
The numbers make it clear that Battlefield isn’t winning over new audiences. It’s stuck competing with CoD on shared turf, where brand power reigns supreme.
What Extra Advantages Does Black Ops 7 Have?
Beyond habit, Black Ops 7 enters the fight with structural advantages that Battlefield can’t match.
One is Xbox Game Pass, where the game will be available on day one. This alone guarantees a massive influx of players at no extra upfront cost, giving Call of Duty visibility and traction that Battlefield can’t replicate.
Another is Warzone, which essentially works as free marketing for every new entry, plastering Black Ops 7 across menus and seasons even before release.
Preorder bonuses including Vault Editions, cosmetics, and early beta access help secure sales long before the game is reviewed.
Analysts suggest that these incentives manipulate players into buying through the fear of missing out, thereby repeating the same cycle.
Is Call of Duty Changing Its Formula?
Interestingly, Activision is also making adjustments to steady the ship.
The company is removing the controversial “Carry Forward” feature, which would have carried over cartoony cosmetics from the previous game.
Instead, Black Ops 7 is repositioning itself with items and designs that feel more in line with the Black Ops identity.
The move shows Activision is aware of how quickly goodwill can slip away, but also makes clear that Call of Duty can adjust direction without losing sales momentum, something Battlefield would likely struggle with in the same spot.
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