With the release of *Call of Duty: Season 4*, Activision has stirred controversy by introducing in-game advertisements within loadout menus for both *Black Ops 6* and *Warzone*. The move has drawn sharp criticism from the player community, many of whom feel that this new form of monetization crosses a line.
Activision has long faced scrutiny over its aggressive monetization tactics, particularly with the premium-priced *Black Ops 6* and its free-to-play counterpart *Warzone*. However, the inclusion of promotional banners for weapon bundles directly inside build and weapon selection menus appears to have pushed many players past their breaking point. These ads are integrated into the UI, making them unavoidable during the pre-match customization phase.
“Really? I have to see this shit now even in the loadouts.” – u/SWO0ZY on r/blackops6
“Did they seriously add bundle ads to the weapon selection menu?” – u/JustTh4tOneGuy on r/blackops6
“Season 4 brings new ad spot in game for weapons.” – u/whambampl on r/blackops6
In addition to the loadout menu changes, Activision has also introduced promotional content for weapon bundles and the Battle Pass within the Events tab—an update that has further fueled discontent among fans.
“Don’t miss the ‘opportunity to buy skins’ event!” – u/tideshark on r/blackops6
Community reactions across Reddit, Discord, and social media platforms reflect growing frustration:
- “I wouldn't even be mad if this was just in Warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting? F*** off.”
- “This game is still 80€. I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right?”
- “At this point, it really feels like opening up a mobile game with how much more you see an option to buy anything in this game.”
- “Anyone who wanted this bundle would've checked the store and bought it. Putting it here isn't gonna make more people buy it—it's just annoying.”
- “Just wait until they add pop-up ads for bundles while you're playing the game.”
While *Call of Duty* has seen its share of monetization controversies before—ranging from standard battle passes to premium tiers and even pricier deluxe editions—the perception is that Activision’s approach has intensified since Microsoft’s $69 billion acquisition of Activision Blizzard.
Adding to the tension, Activision recently announced the cancellation of *Warzone Mobile*, the mobile iteration of the battle royale experience that was once touted as the next big step for the franchise. The company admitted the game failed to meet expectations, raising questions about where Activision plans to focus its efforts moving forward.
IGN has reached out to Activision for comment regarding these recent changes and the community backlash.
