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Xbox Users Baffled by Advert for a Game Not Available on Consoles

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Xbox Series X/S owners have been left confused after one user pointed out that the console’s dashboard is advertising Call of Duty Mobile, a game that is (quite obviously) only available on mobile devices and not Xbox. The inclusion of adverts on the Xbox Series X/S dashboard has often caused controversy among gamers, but some think Microsoft is taking things a step too far by advertising titles that aren’t even available on that platform.

This isn’t the first time that Xbox owners have been left frustrated by some of the company’s advertising tactics. It’s also not the first time that fans have noticed adverts for something completely unrelated to the Xbox Series X/S. In 2024, Microsoft teamed up with McDonald’s to advertise the fast food chain on Xbox’s dashboard. As expected, fans were furious when they were greeted with the advert after booting up their consoles. While most users seemed to be willing to tolerate advertisements and even full-screen banners for new video games, they drew the line at non-related gaming ads.

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Although it’s certainly not as controversial as a McDonald’s advert, the latest Xbox Series X/S ad to spark controversy is for Call of Duty: Mobile‘s new Gundam collaboration for its big Season 6 update. As is pretty obvious by the name of the game, Call of Duty Mobile is only available on iOS or Android devices and not Xbox Series X/S, which has left some users pretty baffled by its placement on the console. Reddit user Critical_Term_1013 said that putting an advert for a game that’s not on Xbox is “beyond their understanding.” While not everyone is so concerned, fellow Reddit user Xboxmatt123 said that Xbox’s ads are “atrocious.”

Although it might seem odd for there to be an Xbox Series X/S dashboard advert that isn’t actually on the console, there is a pretty understandable reason. Back in October 2023, Microsoft finalized its acquisition of Activision-Blizzard, the publisher of some pretty big titles such as Call of Duty, Overwatch, Diablo, Tony Hawk’s Pro Skater, Crash Bandicoot, and many more. With Activision now being under the Microsoft umbrella, it makes perfect sense for the company to advertise Call of Duty Mobile in an attempt to drive more players to the title. It might be pretty annoying for those not interested in mobile games, but Microsoft is simply advertising a product that it owns.

In the past, some users have argued that having an Xbox Game Pass subscription should make users exempt from seeing advertisements on the Series X/S dashboard. This isn’t something that Microsoft has ever commented on, but it would be a great way to get more players subscribing to the service.

While it all depends on the tier that subscribers choose, there are already some great reasons to subscribe to Game Pass. New games are added to the service each month, with plenty of day one releases that give gamers the chance to try out some new AAA releases without having to fork out $70 or $80. It also gives subscribers access to exclusive deals and discounts, cloud saves, and more.