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There's no getting away from it - the Modern Warfare games have been
multiplayer behemoths. While World at War managed to carve out its own online niche amongst fans, that game never even looked like matching the popularity of Infinity Ward's titles with the multiplayer masses. Treyarch are in a slightly awkward position. Stick with the Modern Warfare 2 formula on an "If it ain't broke, don't fix it" basis, and face accusations of living off Infinity Ward's successes, or choose their own path, and risk alienating the fans of the previous game, whose still huge community suggests isn't going anywhere soon.
Treyarch appear to have chosen the latter, and indeed are talking up radical changes to Call of Duty multiplayer in Black Ops. It appears customization, both of weapons and character, will go far beyond even what was present in MW2, possibly towards Borderlands territory. Social and clan features look to be a huge area of focus for the developer as well, perhaps to test the waters for the long-rumored CoD MMO.