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Activision is selling a Call of Duty: Black Ops 4 smiley face reticle for £1.79

Money shot.

Activision's ill-advised microtransactions streak for Call of Duty: Black Ops 4 continues - the latest is a smiley face reticle that costs £1.79.

The smiley face is available to buy from Black Ops 4's Black Market for 200 COD Points, which costs £1.79. There's no way to obtain it without forking out real world cash.

Here's how it looks for sale in the Black Market:

And here's how it looks in-game:

This isn't the first time Activision has turned to reticles for revenue. On Christmas day last year, the company sold a red dot reticle for a dollar. Merry Christmas! But this smiley face reticle microtransaction feels particularly ridiculous given it was available in Black Ops 1 and 3.

Now, £1.79 won't be a big deal for a lot of people (round these parts that's a fifth of the price of a pint), and this is a cosmetic DLC that doesn't impact gameplay, but it's the principle of the thing, isn't it? We're talking about a reticle here. That costs £1.79. In a full price video game. (Activision declined to comment when contacted by Eurogamer.)

All this when Activision is already under fire for its egregious Black Ops 4 microtransactions, and players feel they're currently not getting good value out of the playerbase-splitting Black Ops Pass, either.

Black Ops 4 is, fundamentally, a fantastic shooter and I've had a huge amount of fun playing standard multiplayer and the brilliant battle royale, Blackout. It's a shame, then, that the game is undermined by microtransaction missteps.

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Call of Duty: Black Ops 4

PS4, Xbox One, PC

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Wesley Yin-Poole avatar

Wesley Yin-Poole


Wesley worked at Eurogamer from 2010 to 2023. He liked news, interviews, and more news. He also liked Street Fighter more than anyone could get him to shut up about it.