Activision’s Secret Experiment Confirms Players Prefer Skill-Based Matchmaking in Call of Duty

Activision recently revealed findings from a secret experiment involving skill-based matchmaking (SBMM) in Call of Duty. In early 2024, the company discreetly reduced the influence of SBMM for 50% of the Modern Warfare 3 players in North America. This move aimed to assess the impact of SBMM on player retention and satisfaction.

The experiment showed that over 90% of players subjected to reduced SBMM played less frequently. Only the top 10% of highly skilled players were less affected by this change. This suggested that random matchmaking primarily benefits top-tier players but is detrimental to those with average skills.

The 25-page report, The Role of Skill in Matchmaking, detailed these findings. It confirmed that, contrary to some players’ beliefs, SBMM ensures a more engaging and fair experience for the majority. Without SBMM, matches tended to be unbalanced, leading to increased player frustration and reduced participation.

Activision’s research emphasized that SBMM helps players contribute meaningfully to their teams, avoiding lopsided matches that cause many to quit mid-game. Despite considering alternative matchmaking systems, the publisher found that lower and mid-skill players would likely avoid such playlists.