Ultimately, Pachter says Activision will have to lead by example and push the industry and its online games in the paid direction. Gamers will not like it one bit, but if the experience is as compelling as Modern Warfare 2, then gamers will probably pay. Pachter's advice is no doubt music to Bobby Kotick's ears, who's already said that he'd like to turn the entire Call of Duty business into a subscription.
"We think that it is incumbent upon Activision, with the most popular multiplayer game, to take the first step to address monetization of multiplayer. It is too early to tell whether that will be a monthly subscription, tournament entry fees, microtransaction fees, or a combination of all three, but we expect to see the company take some action by year-end, when Call of Duty Black Ops launches," Pachter commented.