There are some things you can always rely on, and a new Call of Duty game coming out each year is one of them.
As one of the best-known names in video games, it's a series that needs little introduction.
According to publisher Activision, it's sold an estimated 500 million copies, a movie adaptation is on the way, and despite having launched in 2003 it still reliably appears at - or near - the top of the annual bestseller charts.
But this year the world's top military shooter might have a fight on its hands.
Battlefield 6, which has been a huge hit for rival gaming giant Electronic Arts, has been drawing attention away from its veteran competitor.
And long-time Call of Duty fans have been increasingly vocal over worries about the series losing touch with its roots.
The clash of the multiplayer titans comes at an interesting time for the makers of Call of Duty, who've had to issue responses to fan concerns about the series losing its way.
Activision has long offered players the chance to purchase operator skins that change their character's appearance. They're a frequent source of brand crossovers, and previous designs have been based on stars including footballer Neymar Jr, streamer NickMercs, and rapper Nicki Minaj.
However, when Activision revealed skins based on 90s cartoon characters Beavis and Butthead earlier this year, there was a backlash. Fans accused the company of trying to mimic Fortnite, another popular multiplayer game known for its unexpected character crossovers.
Activision acknowledged the feedback from fans hit home and the company took the complaints about the series losing its identity seriously.
Compounding the tension, parent company Microsoft recently increased prices for its Game Pass subscription service by 20%, causing further discontent among players.
In conversations with BBC News, lead producer Natalie Pohorski and senior comms director Stephanie Snowdon underscored excitement for Black Ops 7's single-player story campaign. The previous equivalent mode in Battlefield 6 underwhelmed many reviewers, whereas Call of Duty teams are recognized for creating compelling narratives with explosive set pieces.
Black Ops 7 is a direct sequel to 2012's Black Ops 2, set in 2035, addressing a global terrorist threat intertwined with the machinations of a secretive tech conglomerate.
With a cast featuring stars like Kiernan Shipka from Netflix's Chilling Adventures of Sabrina and Milo Ventimiglia from This Is Us, expectations are high. Shipka expressed excitement about joining a franchise with such a dedicated fan base, while Ventimiglia remarked on the pressure to meet player expectations.
Despite anxiety over potential "franchise fatigue," both stars have faith that Black Ops 7 will significantly elevate storytelling and gameplay, with Ventimiglia enthusiastic about its narrative prowess.
Ultimately, however, Call of Duty's core appeal lies in its multiplayer mode, and the performance of Black Ops 7 hinges on the success of this facet. While the team insists they're focused solely on enhancing the game, they also recognize the integral social aspect that gaming provides, fostering connections among players.
