To celebrate the launch of Call of Duty: Modern Warfare II, Activision is giving away personalized calling cards to buyers of exclusive George T-shirts at ASDA produced by Fashion UK, through technology provided by global technology partner, Fabacus.

This isn’t the first time Activision has offered additional in-game content as part of its consumer product strategy, having previously printed static redemption codes on receipts.

“Engaging the Call of Duty fan base across different business verticals has always been an important part of our brand experience,” said Philippe Bost, vice president of international consumer products at Activision Blizzard., “With this innovative technology, Fabacus has enabled us to advance the way we further engage our fans, as well as the way we can collaborate with our licensees and retail partners, delivering a seamless, digitized experience to consumers of our licensed products, taking them from in-world product to gaming world in a short and seamless process.”

Activated by scanning live QR codes hidden within Modern Warfare II merchandise, produced by licensing partner, Fashion UK, consumers will be able to register their details to redeem and display the additional content in-game.

A spokesperson for George at Asda added: “We are proud to offer this experience and technology to our customers. With no need to print misplaced codes or receipts, this innovation has made the campaign easy to set up with all partners involved and for our shoppers to engage. We are excited to see it come to life.”

In addition to providing a greater incentive for consumers to complete a purchase, digital insights will also be generated so that Activision, as an intellectual property owner, can more effectively understand and engage Call of Duty fans in future campaigns. .

Andrew Xeni, CEO and Founder of Fabacus, commented: “After some incredible campaigns using our consumer-facing technology, we are delighted that Activision has chosen to partner with us to enrich their Call of Duty fans’ experience. Having a major retailer like George on board at ASDA is an incredible validation and the start of an exciting journey. Our platform was originally developed to foster transparent and collaborative relationships between brands, their partners and their consumers, so we look forward to seeing this campaign live in stores to celebrate the launch of Modern Warfare II.”

Call of Duty: Modern Warfare II immerses players in an unprecedented global conflict featuring the return of the iconic operators of Task Force 141. From high-stakes, small-scale tactical infiltration operations to highly classified missions, players will deploy together with your friends in a truly immersive experience. Launching on October 28, 2022, the merchandise will be available across the UK, with hidden codes for consumers to discover, scan and redeem their Call of Duty: Modern Warfare II Calling Card.

Headquartered in Santa Monica, California, Activision is a leading global producer and publisher of interactive entertainment. Activision maintains operations around the world and is a division of Activision Blizzard (NASDAQ: ATVI), an S&P 500 company. More information about Activision and its products can be found on the company’s website, or by following @Activision.

For more information and the latest information on Call of Duty, visit, and follow @CallofDuty on Twitter, Instagram and Facebook.

Fabacus is a global technology provider with a unique data service designed to digitally transform the licensing industry. The business was founded by retail and technology entrepreneur Andrew Xeni and is backed by several financial institutions, including iNovia Partners, led by former Google CFO Patrick Pichette, as well as New Look founder Tom Singh. Fabacus plans to create a truly connected licensing world through the power of data, facilitating greater connectivity, visibility and trust across the value chain, enabling decision-making to be based on accurate master data.

ASDA was founded in 1965 through the merger of the Asquith family’s grocery business with the Associated Dairies company and derives its name from this merger.

Headquartered in Leeds, ASDA is the UK’s third largest supermarket by market share, employing over 140,000 colleagues and serving more than 18 million customers each week across its 633 stores and online via Its George clothing division, which was launched in 1989 and is based in Leicestershire, is the UK’s second largest clothing retailer by volume.

ASDA has a long tradition of offering customers low prices and in June 2022 was crowned the UK’s lowest priced supermarket by Grocer magazine for the 25th consecutive year. In October 2020, the Issa brothers and TDR Capital acquired ASDA from Walmart.

Established over 25 years ago, Fashion UK is a leading EMEA branding and licensing company.

Fashion UK works with many of the leading retailers across Europe, creating bold and innovative clothing and accessories for their stores, including knitwear and footwear.

Fashion UK offers a complete route to market, with world-class capabilities in design, sourcing, merchandising, marketing, technology, fulfillment, logistics and financing. Dedicate 100% of your business to producing licensed and branded products.

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