Activision devs have discussions "all the time" concerning Call of Duty's annualization

Sledgehammer CEO Glen Schofield has said there are discussions "all the time" over Call of Duty's annualization, and the development teams have conversations about the possibility of the series losing momentum.

Speaking with GamerZines, Schofield said in order to keep the momentum going though, the team's focus is "all about innovation."

"We're fans, so we know where we want to take it, we know what would make us happy, and we are listening to other fans out there," he said of the series.

"But you know what, it's not [losing momentum] right now, it's growing. You can see it out there. It's so big, people love it and I get so many tweets from the community. It's the biggest thing in entertainment. You stay paranoid because things can happen, but staying paranoid actually makes your game better."

Each November for the past five years, a new Call of Duty game has been released, and with each new installment, sales figures outdo the previous release.

Call of Duty: Modern Warfare 3 launches on November 8 for PC, PS3, and Xbox 360 as a joint venture between Sledgehammer and Infinity Ward. Treyarch is handling the Wii version.