Activision CEO Bobby Kotick believes consumers are “clamouring” for an online, subscription-based Call Of Duty service.

"If you could snap your fingers, and instantly make one change in your company what would it be?" Kotick was asked by the Wall Street Journal.

"I would have Call Of Duty be an online subscription service tomorrow,” he replied (via Spong). “When you think about what the audience's interests are and how you could really satisfy bigger audiences with more inspired, creative opportunities, I would love to see us have an online Call Of Duty world. I think our players would just have so much of a more compelling experience.

"I think our audiences are clamouring for it,” Kotick added. “If you look at what they're playing on Xbox Live today, we've had 1.7 billion hours of multiplayer play on Live. I think we could do a lot more to really satisfy the interests of the customers. I think we could create so many things, and make the game even more fun to play. We haven't really had a chance to do that yet."

Late last year Activision Blizzard CFO Thomas Tippl said that the publisher was planning “to test and ultimately launch additional online monetisation models” for leading franchises like COD.

Since debuting in 2003 the COD franchise has sold over 50 million units, with the most recent entry, November 2009’s Modern Warfare 2, recently clearing 20 million sales alone.

The next entry in the series, COD: Black Ops, is due for release on November 9.