"But we actually found out through the analytics we gather when people play the game that everyone plays all three modes."
"It's really interesting, because at a first glance, people say 'Oh, y'know, it's all about the multiplayer'," Black Ops 3's campaign & zombies director Jason Blundell muses to me, coming off the back of a lengthy two-hour deep-dive presentation into the story-driven side of Black Ops 3. Even Activision’s decision to eschew campaign entirely for last-generation versions of Call of Duty: Black Ops 3, this year’s instalment, seems to corroborate – but at a recent hands-on session developers Treyarch kicked back against that notion – backing that up with what they say is the most ambitious COD story to date.
While the exhilarating campaign was undoubtedly a huge part Call of Duty’s ascension to the big time with Modern Warfare, discourse around the series now sits firmly in the camp of multiplayer being the thing that really ‘matters’. "There are certain modes that certain players identify with more, but the numbers also don't lie in terms of how much time is spent by players in each of the different modes" - Jason Blundell, Treyarch Treyarch has unlocked the entire campaign mode for Call of Duty: Black Ops 3 because "it's your content.