Xbox users are criticizing Microsoft and Activision for the new full screen feature Call of Duty Modern Warfare 3 advertisement on the splash screen.
In October, Microsoft officially acquired Activision Blizzard for $69 billion, twenty months after the initial announcement. The process was long and arduous and faced significant pushback from regulators, resulting in a lawsuit with the Federal Trade Commission (FTC), but the company is already starting to put its latest acquisition to good use.
If you fire up your Xbox console today (November 3), you’ll immediately see a full-screen ad for the upcoming one Duty game. The obvious marketing push on the homepage could be a result of Microsoft taking full advantage of the recent acquisition – despite the game and series remaining a multi-platform release – but still some players aren’t too happy with the campaign in full screen (via IGN).
Xbox adds a full-screen ad for COD at launch by r/gaming
“I do not play Duty; I never bought Duty. I shouldn’t be turning on my Xbox and the literal first thing I see is an addition (sic) for a game or whatever,” one person said. user.
The ad reads: “Fight the ultimate threat” and includes a prompt to purchase the game before its official release, as well as an option to purchase the Vault Edition upgrade. There’s an “Exit” prompt, but that hasn’t stopped players from calling Microsoft, with some users on Reddit calling the move “vomit-inducing” and “unacceptable” (via Eurogamer).
Microsoft pulled off a similar marketing stunt prior to Bethesda’s release Starfieldan exclusive title for Xbox and PC, as well Forza Motorsport; some users even have joked that the company will eventually use the same program to advertise Candy Crush.
Duty: Modern Warfare 3 is scheduled to release on November 10 for PS5, PS4, Xbox Series X|S, Xbox One, and PC.
In other news, following the acquisition, Microsoft Gaming CEO Phil Spencer vowed to treat Activision Blizzard franchises with “the respect they deserve.”
For more information, check out our list of the best Xbox Series X games as well as our list of the best single player games on Game Pass.