Activision CMO @tylerbahl says every marketing idea has to pass the same three-part test: stature, swagger, and scale. "Stature is asking 'How do I do something that only Call of Duty can do?' So when we go to market, we want to be across the street from everybody else. We don't want to be in the same building." "When we think about swagger and when we look at creative or think about a partnership, we're thinking 'Does it have swagger? Is it cool? Is it interesting? How are we innovating in that space?'" "For scale, we ask 'How do I reach as many people as possible?' Because I'm not just talking to a niche gaming audience. We have 100 million people playing our free-to-play game and one billion players on our mobile game." "So when we have an idea or someone's pitching me something and it checks these three boxes, green light, go all the way."