With Modern Warfare 2 being the here and now of the franchise and the first-person shooter genre in general, fans are likely too busy trying to make their own crowning moments of awesome to worry about where the series is headed in the future, especially with no new games yet announced.

However, in its own inimitable fashion, Activision managed to give everyone a reminder at last week's BMO Capital Markets Conference of just why they should perhaps be concerned. Though, in the way Activision put it, perhaps it's more of a reason to rejoice?

I guess it all depends on how you feel about spending money.

Thomas Tippl, Activision Blizzard's Chief Financial Officer, had been asked whether or not the success of the financial model utilized by World of Warcraft might find its way into the publisher's other brands, such as Guitar Hero or Call of Duty. Tippl would respond that while the model was difficult to duplicate, players could expect to see it elsewhere soon enough:

"It's definitely an aspiration that we see potential in, particularly as we look at different business models to monetize the online gameplay," Tippl explained. "There's good knowledge exchange happening between the Blizzard folks and our online guys."

"We have great experience also on Call of Duty with the success we had on Xbox Live and PlayStation Network. A lot of that knowledge is getting actually built into the Battle.Net platform and the design of that," he continued. "I think it's been mutually beneficial, and you should expect us to test and ultimately launch additional online monetization models of some of some of our biggest franchises like Call of Duty."

And according to Activision, as it so happens, there are those who are practically waving their money high above their heads for additional content and services, hoping the company will take notice.

"Our gamers are telling us there's lots of services and innovation they would like to see that they're not getting yet," said Tippl. "From what we see so far, additional content, as well as all the services Blizzard is offering, is that there is demand from the core gamers to pay up for that."

IGN notes that a "leaked online survey from June possibly hints at what Tippl is driving at," and that it "centered around the idea of a monthly service that gives subscribers additional multiplayer and gameplay enhancements for future Call of Duty titles."

While I'm sure there are definitely those players who would favor dropping money month after month into Call of Duty titles, I wonder how many are comparatively against the idea.