Activision has seemingly become more brazen with its advertising for new cosmetic bundles and skins with the latest season.

Activision has seemingly started advertisements to some new parts of the UI in Call of Duty: Black Ops 6. As caught by IGN, players have taken to Reddit to confirm that ads have started popping up in several different menus since the release of the Season 4 update for the game. Some of the menus where advertisements have been spotted include the loadout management screen, as well as the weapon-selection screen.

These advertisements seemingly largely revolve around Activision trying to convince Call of Duty players to buy more gun bundles. Some of the screenshots posted by players feature ads for the Reactive: Peek Performance bundle, the Comic Bonanza Tracer Pack, and the Reactive: Bank Roll bundle. Players have also spotted ads for the game’s battle pass showing up in its events menu, where the game would traditionally reveal details about its ongoing events like special playlists and double XP events.

“One of the unwelcome changes I’ve noticed with Season 4 is that they’ve now inserted a new ad spot at the top of the list of your weapon specifics builds,” wrote Reddit user whambampl on the Black Ops 6 subreddit. “So now every time you toggle between weapon builds you get to stare at ads for $20-$30 skins. I’m sure the Activision developer who suggested this terrible feature is very proud of themselves.”

For understandable reasons, players have criticised this move quite harshly, with many complaining that a full-priced multiplayer title should not also feature advertisements. One Reddit user also notes that these ads would be more understandable in a free-to-play game like Call of Duty: Warzone.

However, the fact that ads are showing up in the multiplayer menus for Call of Duty: Black Ops 6, which requires players to pay $70 for the full game to access, has been the chief criticism by players.

“This game is still €80. I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right?” wrote one user on Reddit. “Just wait until they add pop up ads for bundles while you are playing the game,” wrote another.

While Call of Duty: Black Ops 6 has been out for some time now, rumours have already started swirling around the next game in the franchise. Reportedly slated to be another Black Ops game, recent rumours have also indicated that monetisation might go even further in the title. According to leaker The Ghost of Hope from earlier this month, Call of Duty: Black Ops 7 might even end up featuring events that can only be participated in by players that have bought a battle pass.

While no official details have been revealed so far, these rumours indicate that there will be a greater emphasis placed on “more seasonal limited-time events,” with higher tier skins, loot and crossover operators that would usually be rewarded through these events being only available for those that buy the premium battle pass.

In the meantime, Activision has also announced the end of support for Call of Duty: Warzone Mobile.