Over a few weeks of intermittent play, I’m slowly working my way up the multiplayer levels in Call of Duty: Black Ops III. I’m at level 14 [Update: Now at level 28], and my kill-to-death ratio is a frustratingly low 0.42. For every four kills I get, I’m killed 10 times. That is no doubt familiar to other aging gamers like myself, who suffer the daily ignominy of getting our heads handed to us in the fast-action first-person shooter game.
David Vonderhaar, game design director at Treyarch.
My troubles are not miniscule in the grand scheme of things. Call of Duty games have pushed the technological edge and generated $10 billion over more than a decade because developers like Activision’s Treyarch studio have found the right balance in multiplayer combat, enabling hardcore gamers to show off their skills and onboarding “noobs,” or new players, in a way that is not entirely intimidating.
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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.