As the publisher pointed out at a financial meeting last night, "about as many people have played Call Of Duty: Black Ops as there are members of Netflix". Naturally Activision wants to "sustain the online engagement and enjoyment" of the audience.
So it's little surprise the publisher's created a new, "wholly owned" studio, Bleachhead, to work on "the development of an innovative new digital platform and special services for our Call Of Duty community." The specifics of the studio are unclear, but executive Bobby Kotick did state Bleachhead's role would be to "[focus] on the delivery, digitally, of new, innovative Call of Duty content and services [that] will enable tens of millions of players around the world to continue to enjoy the experience that Call of Duty offers". Some kind of subscription fee, perhaps? Definitely.