Activision has ignited player frustration with its recent decision to integrate advertisements into the loadout menus of Call of Duty: Black Ops 6 and Warzone during the launch of Season 4. This modification has raised eyebrows, particularly among players already critical of the company’s aggressive monetization strategies for both its premium titles and free-to-play offerings.
The newly implemented advertisements promote weapon bundles and appear in the build and weapon menus, which players must navigate to customize their loadouts. Additionally, ads for bundles and the Battle Pass have made their way into the Events tab, further compounding complaints from the community. Many gamers have taken to platforms such as Reddit and Discord to voice their displeasure, comparing the user experience to that of mobile games, which are often criticized for excessive advertising.
One player expressed frustration with the intrusion, questioning the necessity of ads in a premium game. “I wouldn’t even be mad if this was just in Warzone, a free game,” they stated. “But putting it in a pay-to-play premium title, with how expensive they’re getting? It just feels wrong.”
Historically, Call of Duty has faced scrutiny over its monetization tactics, which now include multiple tiers of battle passes and premium add-ons, leading to a perception that the franchise’s approach has become excessively aggressive—especially following Microsoft’s recent acquisition of Activision Blizzard for $69 billion.
Moreover, it is important to note that earlier this month, Activision decided to abandon Warzone Mobile, a project that aimed to enhance the battle royale experience but ultimately fell short of expectations.
As the community continues to grapple with these changes, the conversation around player satisfaction, advertising ethics, and the balance of monetization within games is likely to remain a hot topic within the gaming landscape.