Call of Duty has become one of the most recognizable brand names in video games, thanks in large part to the monumental success of Call of Duty 4. But for their latest, Infinity Ward has dropped the "Call of Duty" moniker -- a change that"s having unintended consequences.

According to tracking firm OTX (via Gamasutra), dropping "Call of Duty" has resulted in a sizable drop in name recognition for the franchise. According to the manager of OTX"s GamePlan Insights divsion, awareness of the anticipated sequel has dropped 20 percentage points since the change was revealed.