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Activision is locked and loaded for its Call of Duty XP fan event

  • Posted byby Dean Takahashi
  • Updated
  • 9 min

Activision Publishing is about to kick its marketing for Call of Duty: Infinite Warfare into high gear with its big fan event next week, Call of Duty XP. Just like its predecessor event in 2011, the XP event will draw thousands of rabid Call of Duty fans to watch the finals of the Call of Duty World Championships and to get a download on Infinite Warfare.

Eric Hirshberg, CEO of Activision Publishing explained in an exclusive interview with GamesBeat why the big company skipped a booth at the Electronic Entertainment Expo (E3) show in June in favor of the Labor Day weekend event in Los Angeles. This time, all of the forces came together for big reveals in September, the finals of the year-long esports tournament, and a need to stay in touch with influencers and hardcore fans in the most engaging way, Hirshberg said in our interview.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.