What started as a bold corporate launch quickly turned out to be something far more devious — and a lot more fun for gamers. Earlier this week, a new robotics company calling itself The Guild made waves with a slick website, ads in Wired and Forbes, and a bold slogan: “Tech You Can Trust.”
There was even a ceremonial “ringing of the bell” video to mark the company’s public debut. The Guild presented itself as a global tech force dedicated to safeguarding humanity through advanced robotics. Their CEO, Emma Kagan, positioned the company as the last line of defense against rising technological threats.
But none of it was real.
The Guild is a fictional in-game corporation at the heart of Call of Duty: Black Ops 7, Activision’s upcoming entry in the long-running shooter franchise. In the game’s storyline, The Guild plays a central role in developing next-generation robotics. Technology that’s pitched as a benefit to society but hides a more sinister edge. Players can expect the company to play a key role in the conflict, with Kagan as a major figure in the narrative.
Black Ops 7 – Raul Menendez Teaser pic.twitter.com/O9iFzhtxYx
— CharlieIntel (@charlieINTEL) August 14, 2025
While Activision has been tight-lipped about plot specifics, early leaks and teasers suggest that Black Ops 7 will return to the franchise’s signature blend of espionage, covert operations, and high-stakes global warfare. The marketing campaign is already leaning heavily into immersive world-building, and The Guild’s fake public launch is just the latest example of Activision blurring the lines between in-game fiction and real-world promotion.
Fans won’t have to wait long for more. The full reveal of Call of Duty: Black Ops 7 is set for Gamescom Opening Night Live on August 19 at 11 AM PT, where we’ll likely get our first extended look at gameplay, new mechanics, and how The Guild fits into the larger Black Ops storyline.
Call of Duty: Black Ops 7 launches worldwide on October 25, 2025, for PlayStation 5, Xbox Series X|S, and PC.
