Report: Activision and Remington made Call of Duty product placement deal

Report: Activision and Remington made Call of Duty product placement deal

US publishing giant Activision reportedly made a deal to feature a gun made by Remington in 2009's Call of Duty: Modern Warfare 2.

That's according to a report from the Wall Street Journal, based on internal documents released as part of a lawsuit filed by parents of children killed at the 2012 Sandy Hook shooting. These memos show that Remington – and its then-parent company, Freedom Group – had made an agreement with Activision Blizzard to feature its Adaptive Combat Rifle in the title.

Executives were seemingly trying to build brand loyalty with younger people.

"With increasing urbanisation and access to shooting/hunting areas in decline, a primary means for young potential shooters to come into contact with firearms and ammunition is through virtual gaming scenarios," read a memo from Freedom Group.

This deal was kept confidential and no money is said to have changed hands.

The lawsuit against Remington was due owing to the fact that the company's AR-15 rifle was used during the Sandy Hook shooting. Remington's business spiralled from 2017 onwards as it went in and out of bankruptcy. Eventually, the company went bust in of business in 2020. has reached out to Activision for comment 

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.