"CALL OF DUTY is Bigger Than the MCU" - Xbox CEO Makes a Huge Claim as More Game Adaptations Hit Hollywood
The worlds of video games and Hollywood have become more intertwined than ever, and Xbox is making it clear that it's planning to keep pushing that crossover even further.
As the company continues expanding some of its biggest gaming franchises into movies and television, Xbox CEO Asha Sharma has made a statement that's sure to get people talking: "Call of Duty is bigger than the Marvel Cinematic Universe."
That's quite a claim considering the MCU has dominated theaters for nearly two decades and generated more than $30 billion at the global box office across dozens of films.
But from Sharma's perspective, Xbox's biggest franchises are operating on a scale that puts them in the same conversation as some of the largest entertainment brands on the planet.
Sharma, who stepped into the CEO role earlier this year, is currently leading Xbox through a major transition period. While the company evaluates its internal studios and future business strategy, one area that remains a priority is bringing its gaming properties to film and television audiences.
Several projects are already moving forward. Live-action adaptations of Gears of War and Sea of Thieves are in development, while A Minecraft Movie is getting a sequel after becoming one of 2025's biggest theatrical hits.
On the television side, Amazon Prime Video is continuing to build on the success of Fallout with a third season already in the works, while a Wolfenstein series is also being developed.
Perhaps the most ambitious project on Xbox's slate is Call of Duty. A live-action film based on the long-running shooter franchise is currently targeting a 2028 release and will be developed by Taylor Sheridan, the writer of Sicario and creator of Yellowstone, alongside producer Peter Berg.
Speaking with Entertainment Weekly about Xbox's growing presence in entertainment, Sharma expressed confidence in both the company's franchises and Hollywood's desire to work with them.
"If you think about it, we've got the number two show of all time on Amazon [Fallout], Minecraft was top five in 2025, Call of Duty is bigger than the Marvel Cinematic Universe. So it all measures. [There's] more appetite to work with us on titles than ever before."
Exactly how Sharma is measuring Call of Duty against the MCU remains open to interpretation. Comparing a game franchise to a cinematic universe isn't exactly an apples-to-apples situation. Still, the argument isn't as outrageous as it might sound at first glance.
For years, Call of Duty has consistently ranked among the best-selling games in the industry. Every new installment generates massive sales, while Activision continues earning revenue through ongoing support and live-service content.
On top of that, Call of Duty: Warzone and Call of Duty: Mobile have become giant free-to-play platforms that attract millions of players around the world.
The real question is whether that enormous gaming audience will translate into movie ticket sales. Unlike franchises such as Super Mario Bros., Sonic the Hedgehog, or even Minecraft, Call of Duty doesn't have a single iconic mascot or central character that casual audiences instantly recognize.
Still, Hollywood's recent success with game adaptations has changed the conversation. Not long ago, video game movies were viewed as risky investments. Now, studios are actively chasing gaming IP as the next major source of blockbuster storytelling.
For Sharma, that shift reflects a bigger cultural reality. "You won't see us try to become the biggest linear provider in the world or anything like that, but I think great games are culture, and culture is entertainment."
Whether Call of Duty can eventually become a box office powerhouse on the same level as the MCU remains to be seen. But Xbox sees its gaming franchises as entertainment brands that can extend far beyond consoles, and it's betting big that audiences will follow them wherever they go.