Call of Duty: Modern Warfare 3 has been one of this year’s most anticipated video games and its sales figures have proved that. Console Monster was invited to the launch event of the game at Old Billingsgate Market, London, by the River Thames.
Members of the press, celebrities and fans of the game alike walked down the green carpet, to the sight of the game’s logo being illuminated onto the Tower Bridge and a mob of paparazzi attempting to get photographs of the big names.
The evening’s host was British journalist, author, script-writer, producer and voice actor in the Assassin’s Creed series, Danny Wallace, who welcomed everyone to the event. Danny then introduced Mark Rubin, Infinity Ward’s Executive Producer, who talked about the contents of Call of Duty: Modern Warfare 3, including the single player, multiplayer and Spec Ops game modes. Shortly after, Mark Cox, European Marketing Director at Activision, discussed Call of Duty: Elite – a new platform that allows players to elevate their multiplayer game.
As the interviews drew to a close, many of the onlookers explored the room which contained a large stage, a gaming zone (where Danny Wallace was situated), a VIP lounge, a bar and a number of consoles hooked up to televisions where the various title’s game modes were playable. Something that went down particularly well was a green screen where people could get dressed up in a soldier outfit, get their photo taken and be inserted onto the game’s cover. It provided many interesting results.
Danny Wallace returned to the stage to introduce Ben Watson, the United Kingdom’s representative in the Call of Duty European Multiplayer Championship. Despite shooting at a moped and having to contend with the humorous commentary from Danny Wallace, Ben managed to overcome his opposition and take home the prize of a limited edition Call of Duty: Modern Warfare 3 console.
As Ben Watson left the stage, Joey Barton took to the stage to take part in the Call of Duty Celebrity European Multiplayer Championship. He represented the UK against celebrities including Stephen Effenberg (Germany), David Hallyday (France), Jamie Westland (Benelux), Antonio Muñoz De Mesa (Spain), David Sallanari (Italy) and Anton Korberg (Nordics). While there was a technical issue in the first game, Joey failed to make much of an impact, though it was great to watch as midnight was vastly approaching.
The event attracted a number of celebrities, including “Down with the Trumpets” singers, Rizzle Kicks; Gadget show presenters, Jason Bradbury, Otis Deeley and Michael Underwood; former heavyweight boxer, David Haye; the cast of The Only Way is Essex; comedian, Jack Whitehall; Premiership footballers and more.
At 10pm, a curtain surrounding the large stage was dropped as Example took to the stage to perform his set. After his performance, Chase and Status provided a DJ set to provide even more entertainment as screens around the room showed footage of Xbox Social Marketing Manager, Graeme Boyd (better known as AceyBongos) was at the launch of the game at Oxford Street, London.
With just minutes to go until midnight, the remaining attendees gathered round the large stage, looking towards a countdown. As it struck zero, fireworks and a light display filled the stage, greeted to applause by those watching. It truly was a spectacular sight to witness.
Overall, the Call of Duty: Modern Warfare 3 Launch Event was a great way to launch what will be one of the most-talked about video games of all time. Microsoft and Activision went to extreme lengths to provide such a great experience and it well and truly paid off.