In partnership with NBCUniversal, we sit down with Tyler Bahl, CMO of Activision, to explore what it takes to market some of the world’s most successful games, from Call of Duty to Tony Hawk Pro Skater. Tyler shares insights on launching blockbuster titles, the evolving gaming landscape in 2025, and how livestreaming, esports, and AI are transforming the industry. Plus, lessons from 23 editions of Call of Duty, surprising audience insights, and working directly with icons like Tony Hawk.

Timestamps

00:00 - Intro
00:54 - Tyler’s time at Quibi
02:33 - State of the gaming industry in 2025
04:14 - Tony Hawk Pro Skater Surprise
05:35 - The demographics of the video game consumer
08:16 - How to launch a video game
10:47 - How live streaming and esports has transformed video gaming
14:10 - Ratio of male vs female video game players
16:28 - Is video game success due to the product or the marketing?
18:00 - The success and longevity of Call of Duty
19:13 - Maintaining marketing success after 23 editions of Call of Duty
20:36 - “The Replacer” campaign execution and success
22:21 - Measuring success
23:28 - How Activision do partnerships for game launches
25:35 - How Activision makes sports games
27:39 - Future sports games from Activision
29:42 - What impact is AI having on gaming?
31:40 - Working with Tony Hawk on the launch of the new game
32:46 - Lesson’s from Tyler’s career

The second bounce of the ball

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