Xbox is running full-screen pop-up ads for Modern Warfare 3. The platform owner is promoting early access following the completion of the Activision deal.
Xbox rolled out a full-screen Call of Duty: Modern Warfare 3 pop-up ad to North American Xbox users on Thursday to signal the start of the game's campaign early access period.
Pictured by a social media user (included below), the full-screen ad appears when users turn on their consoles and includes instructions to purchase the premium version of Modern Warfare 3.
It's not the first time Xbox has released this type of ad on its consoles: It has released similar full-screen trailers for Starfield and Forza Motorsport in recent weeks.
But the Call of Duty ad is notable for representing a major marketing push for one of Microsoft's biggest gaming franchises.
It appears that pop-up ads are a one-off and can be easily turned off.
Modern Warfare 3's campaign mode is available via early access today, ahead of the release of the full game, including multiplayer, on November 10.
Modern Warfare 3 is a direct sequel to last year's Modern Warfare 2. Development is being handled by Sledgehammer in collaboration with Infinity Ward, while Treyarch is responsible for the Zombies mode.
Microsoft completed its $69 billion acquisition of Activision Blizzard last month, after a legal battle that lasted more than a year.
Microsoft and PlayStation signed a binding agreement this year for Call of Duty to remain on PlayStation following the acquisition, and Xbox boss Phil Spencer later reiterated Xbox's commitment to maintaining "100% parity" for Call of Duty across all platforms.
Speaking on the official Xbox podcast, Microsoft's head of games suggested that Xbox will no longer be at the helm of special skins and the types of timed exclusivity in content drops like betas seen on PlayStation.
“For Call of Duty players on PlayStation and, in the future, Nintendo, I want you to feel 100% part of the community,” he said. “I don't want you to feel like there's content you're missing, views you're missing, timings you're missing... that's not the goal.
“Our goal is 100% parity across all platforms for launch and content to the best of our ability. "As far as parity goes, I say 'as much as we can' because it's clear that on some platforms there are differences in resolution and frame rate based solely on performance, but nothing else."
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