Call of Duty: Modern Warfare III, a highly anticipated multi-platform release, has received special treatment from Xbox. Xbox users who turned on their consoles today were greeted with a captivating splash screen urging them to buy the game now that the new campaign is available. However, not everyone is pleased with this promotional tactic.
“This is ridiculous. I don’t play Call of Duty; I never bought it. I shouldn’t turn on my Xbox and immediately see an advertisement for a game or anything else for that matter,” expressed one user on Twitter.
Some users noted that Starfield also received the splash screen treatment during its September launch, but it was relatively brief. Others expressed concern about the increasing prevalence of such intrusive splash screens.
“I don’t think it’s a big issue if it’s for a special event or first-party release, but I understand why some people wouldn’t like it,” commented another user.
When we tested it ourselves, the prompt to buy Call of Duty appeared immediately upon turning on the Xbox, without any other button presses. IGN has reached out to Xbox for a comment on this matter.
The splash screen isn’t the only major promotion for Modern Warfare III on Xbox. Users can also download a dynamic background featuring Captain Price.
Xbox’s aggressive Call of Duty marketing campaign follows its recent acquisition of Activision Blizzard. Microsoft acquired the publisher for a staggering $69 billion. While PlayStation’s Call of Duty marketing deal will remain until 2024, Xbox is seizing the opportunity to advertise one of its prized acquisitions.
Call of Duty: Modern Warfare III is being released in stages, with early access to the campaign starting today, November 2, for pre-order customers. This installment continues the story from Modern Warfare II while introducing new elements like Open Combat Missions. Multiplayer will be available on November 10.
Kat Bailey is IGN’s News Director and co-host of Nintendo Voice Chat. Have a tip? DM her at @the_katbot.
