“Call of Duty is bigger than the Marvel Cinematic Universe”: Asha Sharma wants to turn Xbox into the biggest player in the entertainment market

Xbox leadership looks beyond the gaming industry for growth.

Asha Sharma, an Xbox executive, claims that Call of Duty now matches or exceeds the scale of the Marvel Cinematic Universe. She shared this view in an interview with Entertainment Weekly while outlining plans to expand gaming franchises into other media.

Hollywood interest in Xbox properties has reached record levels. Sharma aims to transform Xbox into a major force in global entertainment, rather than just a gaming company.

Comparing Call of Duty to the Marvel Cinematic Universe is a bold move. The Marvel franchise has generated over $30 billion at the global box office in less than two decades. Activision Blizzard’s franchise holds a similar position as a top-earning brand. Official financial reports show the series surpassed $30 billion in total revenue by 2022 and has continued to grow through new releases and in-game purchases.

A feature film based on Call of Duty is set for release in 2028. Taylor Sheridan of Yellowstone and Peter Berg of Wind River are developing the project. Details about the plot remain scarce, which has led to skepticism among fans. Some observers fear the adaptation will feel like a generic military action movie and fail to distinguish itself from standard Hollywood offerings.