Call of Duty Fans Erupt Over In-Game Ads In $80 Black Ops 6: This Is The Final Straw

The Call of Duty community is in full meltdown this week, and it's not over bugs or balancing issues. In fact, it's over something far more egregious: ads. Not just any ads, but full-blown, intrusive in-game advertisements being inserted directly into the core menus of the franchise's upcoming titles, including Black Ops 6, a premium game with a price tag nearing $80.

What started as a quiet rollout has now erupted into a wildfire of controversy. Activision has begun slipping promotional banners and pop-up ads into key gameplay areas, specifically within loadout menus and customization screens. That's right, players adjusting their gear for battle are now met with full-color advertisements for cosmetic bundles, battle passes and microtransaction offers. 

And while most players have begrudgingly accepted that a free-to-play game like Warzone comes bundled with monetization mechanics, this aggressive advertising campaign has now crossed over into paid territory, and fans are furious.

The outrage exploded across platforms like Reddit, X (formerly Twitter), Discord, and YouTube, where players are calling out Activision for what they believe is the final straw in a long history of exploitative monetization. Gamers are no strangers to battle passes and premium DLC, but injecting ads directly into the UI of a full-priced title is being seen as the gaming industry's version of crossing a red line.

"It's already bad enough that Warzone has these pop-ups," one player posted on Reddit. "But Black Ops 6? A game I paid nearly $100 for with the deluxe version? And I still have to deal with ads in my menus? Absolutely disgraceful." Others compared it to the most predatory practices in mobile gaming, warning that Activision is transforming Call of Duty into a "glorified app store disguised as a shooter."

Players have also pointed out how these ads are not subtle. They're large, unavoidable banners that can appear mid-navigation, interrupting the flow of gameplay setup. Some even speculated whether mid-match ads could be next—imagining a future where players must watch a 30-second bundle promotion between multiplayer rounds or after completing a campaign mission. While this might sound exaggerated, the sentiment is rooted in a very real fear: if Activision is willing to do this now, where does it stop?

This controversy couldn't come at a worse time for Call of Duty. The series is already under heavy scrutiny following the underwhelming performance of Warzone Mobile, a product Activision had once positioned as the next major leap in Battle Royale. However earlier this year, the publisher confirmed that the mobile title had failed to meet expectations and had quietly pulled back their support. This string of missteps, combined with mounting discontent over monetization, is fueling a wave of distrust within the core community.

Another factor that makes things worse is time. Many people thought that Black Ops 6 would be a great return to form as it was expected to be one of the best games of 2024. Instead, it's quickly becoming an example of how even the most successful teams can lose loyal fans when they prioritize making money over keeping players happy. Popular influencers and streamers are also upset about the decision. During live streams, many of them criticize it openly and ask for people to stop buying things in-game.

Much of the blame is falling on Activision's monetization strategy, which many believe has only grown more aggressive since the company's acquisition by Microsoft for $69 billion. While some had hoped that new leadership under Xbox's umbrella might bring more consumer-friendly practices, recent actions seem to suggest otherwise. Instead of reining in the predatory tactics, fans argue that Activision is doubling down—capitalizing on the franchise's popularity to squeeze every possible cent from its community.

The current in-game ad system works by pushing specific bundles and seasonal content directly into the loadout and operator selection screens. There is no toggle to disable the ads, nor is there a setting to mute or minimize them. Players can't ignore them—they're built right into the user experience. For many, this is a step too far.

Gaming industry analysts are also weighing in. Some suggest that Activision is testing the waters for a broader rollout of in-menu advertisements, using Call of Duty as a high-profile experiment. If this approach is tolerated, they argue, it could easily spread to other major franchises and publishers.

Even more concerning is the normalization of this strategy in full-priced, single-player content. With Black Ops 6 expected to offer a full story campaign alongside multiplayer and Zombies modes, the presence of ads in a solo experience could set a dangerous precedent. For years, single-player games have been safe from the monetization tactics that plague online titles. But if Activision succeeds here, that barrier could crumble entirely.

At the heart of the uproar is a simple question: When players pay $70 to $80 for a game, shouldn't they expect a clean, uninterrupted experience? Shouldn't premium purchases come with the dignity of ad-free menus? The answer from fans is a resounding yes. And yet, Activision seems to be saying otherwise.

So far, the company has issued no official comment in response to the backlash. But the silence is only adding fuel to the fire. There are a lot of threads on the Call of Duty subreddit right now asking for returns, making fun of the in-game ads, and telling players to wait to buy battle passes or pre-order games. On all social media sites, hashtags that call out the publisher's greed are popular.

As the dust keeps rising, one thing is for sure: this move has made people angry. More and more gamers are complaining that their favorite titles are being turned into products. Activision's choice to put pop-up ads in a premium shooter could be remembered as one of the worst decisions in Call of Duty history.

It's still unclear whether the publisher will change its mind or look into the matter further. One thing is for sure, though: the community isn't going to be quiet. The battle lines have been drawn—not just in Verdansk or Nuketown, but in the very menus players once used to prepare for combat. And now, they're fighting for something even bigger: the soul of gaming itself.