Activision Adds Ads to COD Black Ops 6, Warzone Loadouts, Sparking Player Backlash

With the arrival of Call of Duty Season 4, Activision has stirred controversy by embedding promotional content directly into the loadout menus of Black Ops 6 and Warzone. The move, which introduced unavoidable advertisements for weapon bundles within the build and weapon selection screens, has drawn widespread criticism from the community.

Players are now greeted with paid bundle promotions while customizing their gear—a space traditionally reserved for gameplay decisions, not monetization prompts. These ads appear in key interface areas, making them impossible to skip during loadout adjustments. The inclusion of such content in a premium title, priced at €80, has amplified player frustration.

Really? I have to see this shit now even in the loadouts
byu/SWO0ZY in blackops6

Did they seriously add bundle ads to the weapon selection menu?
byu/JustTh4tOneGuy in blackops6

Season 4 brings new ad spot in game for weapons
byu/whambampl in blackops6

In addition to in-menu promotions, Activision has placed ads for the Battle Pass and cosmetic bundles in the Events tab—another area now perceived as cluttered with commercial messaging rather than meaningful gameplay updates.

Don’t miss the “opportunity to buy skins” event!
byu/tideshark in blackops6

Community backlash has been swift and vocal across Reddit, Discord, and social media platforms. Many players express disillusionment, especially given that Black Ops 6 is a full-priced, premium title.

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**k 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.

Call of Duty has faced monetization scrutiny before. Between standard battle passes, premium tiers, and layered paid upgrades on top of the $70 (now $80) base price, players have long navigated an increasingly commercialized experience. However, the integration of in-menu ads signals a potential shift toward even more aggressive monetization—especially following Microsoft’s $69 billion acquisition of Activision Blizzard.

Adding context, Activision recently confirmed the cancellation of Warzone Mobile, a project intended to expand the franchise into mobile battle royale, citing it did not meet internal expectations.

IGN has reached out to Activision for comment. [ttpp]