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Image – Call of Duty: Black Ops 6/Activision

Activision has done it again, pushing monetization to new lows in Call of Duty: Black Ops 6 and Warzone. Players are now forced to view advertisements while customizing their loadouts, a move that has sparked widespread frustration across the gaming community.

The Ad Invasion

Previously, in-game promotions for skins and bundles were tucked away in menus or store sections. Now, Activision has embedded these ads directly into the weapon selection screen, meaning players cannot avoid them when adjusting their loadouts before matches.

Every time a player swaps a gun, selects a perk, or fine-tunes their setup, they’re met with full-screen promotions showcasing cosmetic bundles, Battle Pass upgrades, and limited-time offers. The worst part? There’s no option to disable them.

AAA or Mobile Game?

For a franchise that prides itself on premium pricing, this blatant push for microtransactions feels more suited to free-to-play mobile games, not a AAA title that costs between £50-£80. It raises serious concerns about the future of gaming monetization, if a full-priced game can force ads into essential gameplay features, where does it stop?

Some players worry that this could normalize aggressive monetization tactics in future Call of Duty installments, potentially leading to ads between matches, on HUDs, or even in killcams.

The Community Backlash, Again

This isn’t the first time Activision has faced backlash for intrusive monetization. Players previously criticized forced ads in Warzone’s menus, calling them “disrespectful” and “predatory”. The outrage was so widespread that many fans threatened boycotts, arguing that a premium-priced game should not bombard players with microtransaction promotions.

Despite the criticism, Activision continued pushing aggressive monetization, embedding ads deeper into the game’s interface. Now, with Black Ops 6, they’ve taken it a step further, placing ads directly into essential gameplay menus like loadouts.

Activision’s Monetization History

Activision has a long track record of controversial monetization tactics:

• Loot Boxes in Call of Duty – Modern Warfare Remastered introduced paid loot crates after launch, despite initial promises of a fair progression system.
• Battle Pass Price Hikes – Black Ops Cold War increased premium pass costs, making progression more expensive for players.
• Pay-to-Win Mechanics – Warzone introduced weapons locked behind premium bundles, giving paying players an advantage.

These tactics have repeatedly sparked community outrage, yet Activision has continued doubling down on aggressive monetization strategies.

How Mobile Games Paved the Way for AAA Monetization

The gaming industry has been watching mobile games closely, and AAA publishers have adopted their monetization tactics to maximize profits. Mobile games have been getting away with aggressive monetization for years, and now major publishers want in.

Key Mobile Monetization Tactics That AAA Games Are Copying

• Freemium Models – Mobile games like Clash of Clans and Genshin Impact offer free gameplay but heavily incentivize spending through premium currency and time-gated mechanics.
• Loot Boxes & Gacha Systems – Games like Diablo Immortal and Raid: Shadow Legends use randomized rewards to encourage spending, a model now seen in AAA games like Overwatch and FIFA Ultimate Team.
• Forced Advertisements – Mobile games have long included unskippable ads, and now AAA publishers are testing the waters with ads in menus, loading screens, and even gameplay.
• Battle Passes & Limited-Time Offers – Seasonal content in mobile games has influenced AAA titles like Fortnite, Call of Duty, and Halo Infinite, making continuous spending a requirement for full access.
• Psychological Tricks – Mobile games use FOMO (fear of missing out), artificial scarcity, and time-limited deals to pressure players into spending, tactics now common in AAA gaming.

The Future of Monetization in Gaming

Looking ahead, gaming monetization is expected to become even more aggressive:

• AI-Driven Monetization – Publishers may use AI to personalize ads and microtransactions based on player behavior.
• NFTs & Blockchain Gaming – Some companies are experimenting with NFT-based in-game assets, allowing players to buy, sell, and trade digital items.
• Cloud Gaming & Subscription Dominance – As cloud gaming grows, publishers may lock content behind subscriptions, making ownership of games a thing of the past.
• In-Game Advertising Expansion – Expect more intrusive ads, possibly appearing during matches, in HUDs, or even in killcams.

Final Thoughts

Gaming companies are walking a dangerous line between profitability and player satisfaction. Activision’s latest stunt shows how AAA publishers are willing to exploit their audiences, even at the cost of goodwill and game integrity. The real question is: will players push back hard enough to make a difference?

What do you think? Are forced ads in Call of Duty acceptable, or is this a sign of even worse monetization coming? Let me know in the comments.

Until next time, stay sharp and keep gaming. Panda out.

References

• MSN – Call of Duty: Black Ops 6 now shows microtransaction ads in weapon selection
• MSN – Black Ops 6 players threaten to quit over new microtransaction ads
• IGN – Activision quietly forces adverts into Call of Duty loadouts
• ZLeague – Players outraged over forced ads in Call of Duty
• Dexerto – Black Ops 6 players furious as ads appear in loadout menu