Title: Xbox Comes Under Fire for Aggressive Call of Duty: Modern Warfare III Marketing
Subtitle: Users express frustration over intrusive advertising, while Xbox defends its marketing strategy
In a surprising move, Xbox has taken its marketing efforts for Call of Duty: Modern Warfare III to the next level, prompting some users to express their displeasure. The multi-platform release of the highly anticipated game has received the full first-party treatment from Xbox, but not everyone is thrilled about it.
Upon booting up their consoles, Xbox users were greeted with a large splash screen urging them to purchase the game now that the new campaign has been released. This sudden advertisement has caught many off guard, with some users taking to social media to voice their frustrations.
One user, who does not play Call of Duty and has never purchased the game before, tweeted, “This is dumb. 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.”
While some users pointed out that other games, like Starfield, received similar treatment during their launch, they acknowledged that the splash screen was relatively brief. Others expressed hope that such intrusive advertising would not become the norm going forward.
One user stated, “I don’t think it’s that big of a deal if it’s an event or first-party release, but I can see why people wouldn’t like it.”
IGN conducted its own test and confirmed that the prompt to buy Call of Duty appeared immediately upon switching on the Xbox console, without any button presses. The gaming publication has reached out to Xbox for comment on the matter.
Furthermore, the splash screen was not the only promotional effort seen for Call of Duty: Modern Warfare III on Xbox. Users also reported the availability of a dynamic background featuring Captain Price for download.
This marketing push by Xbox comes after its recent acquisition of Activision Blizzard for a staggering $69 billion. While PlayStation’s Call of Duty marketing deal is set to expire in 2024, Xbox is wasting no time in advertising Call of Duty, which is considered one of the crown jewels of its new acquisition.
Call of Duty: Modern Warfare III is being released in stages, with the campaign’s early access starting today, November 2, for those who have pre-ordered the game. It will continue the story from its predecessor, introducing new elements such as Open Combat Missions. Multiplayer gameplay will be available from November 10 onwards.
As the controversy surrounding the aggressive marketing campaign unfolds, Xbox users and gaming enthusiasts eagerly await Xbox’s response and whether they will reconsider their advertising approach.
(Kat Bailey is IGN’s News Director as well as co-host of Nintendo Voice Chat. Have a tip? Send her a DM at @the_katbot.)