Recently, Activision was granted a patent that opens up new ways in which they can influence players to make in-game purchases. Though it was filed back in 2015, it was only this week that the patent was granted.
The patent abstract goes into a bit more detail.
“The system may include a microtransaction arrange matches to influence game-related purchases. For instance, the system may match a more expert/marquee player with a junior player to encourage the junior player to make game-related purchases of items possessed/used by the marquee player. A junior player may wish to emulate the marquee player by obtaining weapons or other items used by the marquee player.”