How can Activision Blizzard enhance the social features in Call of Duty to foster stronger player communities?

Introduction

To enhance the social features in Call of Duty and foster stronger player communities, we need to analyze the current ecosystem, identify key pain points, and develop innovative solutions that align with Activision Blizzard's strategic goals. I'll approach this challenge by examining user segments, analyzing pain points, generating solutions, and proposing metrics for success.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the cross-platform nature of Call of Duty. Could you clarify which platforms (console, PC, mobile) we're focusing on for this social feature enhancement?

Why it matters: Different platforms may have unique constraints and opportunities for social features. Expected answer: Focus on console and PC platforms, with potential mobile integration. Impact on approach: Would prioritize features that work well across multiple platforms and consider cross-play social interactions.

• Considering user behavior, I'm curious about the current engagement levels with existing social features. Can you share any data on the usage rates of current social tools like in-game chat, friends lists, or clan systems?

Why it matters: Helps identify which features are underutilized and why. Expected answer: In-game chat is widely used, but clan systems have low engagement. Impact on approach: Would focus on improving and expanding features with high adoption rates while reimagining underutilized systems.

• Thinking about the product lifecycle, where does Call of Duty stand in terms of user growth and retention? Are we looking to acquire new players or primarily retain and engage existing ones?

Why it matters: Determines whether to focus on onboarding and accessibility or deeper engagement for existing players. Expected answer: Focus on retention and engagement of existing player base. Impact on approach: Would prioritize features that deepen connections between current players and encourage long-term engagement.

• Regarding company alignment, how does enhancing social features tie into Activision Blizzard's broader strategic goals? Are there specific metrics or OKRs we're aiming to impact?

Why it matters: Ensures our solutions align with company-wide objectives. Expected answer: Aiming to increase daily active users and average play time per session. Impact on approach: Would focus on social features that encourage daily log-ins and extend play sessions through social interactions.