In an interview with The Guardian, Infinity Ward executive producer explains the core of the Call of Duty franchise:

"I want every team to be making its own creative statement. Call of Duty has a creative statement. For single player it's that cinematic, movie-like experience that's immersive and pinned on storytelling. It has those big moments, those summer blockbuster type trailers: the Call of Duty feel. Multiplayer has that fast, frantic addictive gameplay and that's something we wouldn't want to give up. It's what we do well. I want other studios to be doing something else, something new and fresh and cool that nobody's seen before, so I can play that while continuing to enjoy Call of Duty."