Infinity Ward's creative strategist, Robert Bowling, has stated what is Call of Duty: Modern Warfare 3's mainselling points.
Bowling told Yahoo Today:
How can we add more to the experience? It really comes into adding everything over all, because we’re at a point now where you keep building on the visuals. But really what sells everything is the lighting and the proper audio – all these little things that add to the immersion and situational awareness that you may not be able to pick out individually, but altogether they add to the experience. A lot of the tech going into ‘Modern Warfare 3’ is allowing us to really maintain that high fidelity in graphics and visuals that you expect.
But, now we’ve brought it out to a whole new scale because now the war has come from the outskirts into the heart of major cities. So you’re fighting in these very dense, urban environments that are completely different than what you’ve seen before.
Bowling's comments are intriguing for Call of Duty: Modern Warfare 3. The general consensus is indeed that the game's main selling point is the multiplayer component which has seen recent titles in the Activision-owned franchise surpass revenue in excess of $1 billion.