Xbox users are criticizing Microsoft and Activision for the new full-screen Call of Duty: Modern Warfare 3 advertisement on the startup screen.
The advertisement appears as soon as users boot up their Xbox console, prompting them to buy the game ahead of its official release.
While some players appreciate the marketing push, others find it intrusive and unnecessary.
The advertisement follows Microsoft’s recent acquisition of Activision Blizzard for $69 billion dollars after a lengthy court case with the Federal Trade Commission (FTC).
Microsoft’s acquisition of Activision Blizzard was finalized in October after facing pushback from regulators.
The company is already leveraging its new acquisition by showcasing a full-screen advertisement for the upcoming Call of Duty: Modern Warfare 3 game.
While the advertisement may be a strategic move for Microsoft, some players are unhappy about the intrusive nature of the campaign, as reported by IGN.
One Xbox user expressed their dissatisfaction on Twitter, stating, “I don’t play Call of Duty; I never bought Call of Duty. I shouldn’t turn on my Xbox and the literal first thing I see be an ad for a game, or anything for that matter.“
Other players have taken to Reddit to voice their complaints, with some calling the advertisement “vomit inducing” and “unacceptable,” according to Eurogamer.
This isn’t the first time Microsoft has utilized such advertising tactics. Prior to the release of Bethesda’s Starfield and Forza Motorsport, similar full-screen ads were displayed on the startup screen. Some users even joked that Microsoft might advertise games like Candy Crush in the same manner.
Call of Duty: Modern Warfare 3 is scheduled to release on November 10 for PS5, PS4, Xbox Series X|S, Xbox One, and PC.
In related news, Microsoft Gaming CEO Phil Spencer assured fans that “Activision Blizzard franchises would be treated with the respect they deserve following the acquisition.“