EA removed the controversial in-game ads for EA Sports UFC 4 after criticism went viral this weekend.
UFC 4, released on August 14, provoked an adverse reaction when players began to notice ads for Amazon’s TV series, The Boys, at the beginning and end of the game’s replays.
UFC 4 is a full-price title, and it stands to reason that players don’t want to see ads in a game they paid for in the first place. EA noted the unanimously negative feedback and removed the ad integration.
“Earlier this week, the team activated ad placement on EA SPORTS UFC 4 that appeared during the” Replay “moments in the game,” said the publisher to the Eurogamer website. “This type of advertising inventory is not new to the UFC franchise, although we usually reserve ads for specific blocks from the main menu.”
“It is quite clear from your comments that integrating ads into the repeat and overlay experience is not welcome. The team has disabled the ads, and we apologize for any interruptions in the game that players may have experienced. We realized that this should have been communicated to the players in advance, which depends on us. We want to ensure that our players have the best experience possible playing EA SPORTS UFC 4 so that the integration of ads in the repetition and overlay experience does not reappear in the future”, he concludes.