Tracking firm OTX believes that Activision and Infinity Ward's decision to drop the "Call of Duty" tag from Modern Warfare 2 has cost the game a fair chunk of brand recognition. Details after the jump.

This is a much, much better line-up for our On Shelves section this week. As in MUCH. One, the Transformers are finally rolling out (unfortch, Megan Fox won't be included in your game purchase). Two, Fight Night Round 4 is also stepping into the ring to knock you out with. Three, The Conduit is also set to make waves on your Wii, and so is the Resident Evil Archives. And of course, the ever-present DS games for the kids. Yes, it doesn't just stop at three. Go ahead, check out what else is there this week.

There's certainly a lot of anticipation for the Transformers: Revenge of the Fallen movie, but what about the video game? While there are still mixed feelings about Transformers: Revenge of the Fallen, that's not gonna stop the Autobots and Decepticons from putting on a show, and they're gonna do so in a lot of platforms: PS3, Xbox 360, Wii, PSP, DS, PS2, PC.

Activision's got high aims for the debut of Modern Warfare 2 (Xbox 360, PS3, PC), picturing it to be the "biggest entertainment launch ever." That's not such a stretch too, considering how highly-anticipated this title is. And it's all up to TBWA, the global ad agency tapped by Activision for the job, to make it happen.

You may have heard of a rumor that Activision is looking into monetizing the Call of Duty series even further by introducing MMO-style paid subscriptions to further entries in the series. If that got you worrying about Modern Warfare 2's multiplayer, here's something to set your mind at ease.

Time to see Activision's Wolfenstein (PC, PS3, Xbox 360) in action. This video right here showcases the powerful Tesla Cannon whoppin' some Nazi arse. It's but one of the many weapons you can choose to use, and it's enough to make you feel safe and secure from the enemies, as long as it's in your arms. Something like a security blanket. Or not.

Despite criticisms that Call of Duty: World at War (PS3, Xbox 360, PC, Wii, DS) isn't as good as its predecessor Modern Warfare (PS3, Xbox 360, PC), Treyarch should still be happy with this outcome - the fifth installment to the Call of Duty franchise has sold over 11 million units since its launch back in November 2008.

We've got some major heroes on board this week, from those serving the country in full honor and glory, to childhood heroes. Marshmallow Men busting ghost agents (Ghostbusters: The Video Game), WWI fliers, they're all in this week's On Shelves list. Dig in and enjoy.

Activision Publishing CEO Mike Griffith has revealed that they have now set their sights on breaking into the action genre with a brand new IP. Details about the IP are still scarce, but Griffith did share with Develop why Activision, which has become decidedly restrictive when it comes to new IP, made the decision. I bet you guys can guess why.

Very fresh out of the Activision Modern Warfare 2 (Xbox 360, PS3, and PC) presentation at the LA Convention Center comes two new vids for the icy new shooter. When I say icy, I mean you'll feel subzero winds blowing down your pants while you watch the vids. Have to say, these are looking very, very sharp. See for yourself.