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EA has apologized for putting an in-game full-screen ad on its UFC 4 game, after angry fans protested on Reddit. First reported by Eurogamer, the commercial break, which featured a place for the Amazon program Boys, was added to the $ 60 game about a month after its initial release.
An EA spokesperson wrote in a Reddit post that the team had activated in-game ad placement during “replay” moments and that while “this type of ad inventory is not new to the UFC franchise” , has generally been limited to “Specific tiles in the main menu or Octagon logo location”.
A post on Reddit’s r / assholedesign board noting that the issue had close to 100,000 upvotes.
EA says it has disabled the ads. “It’s very clear from your feedback that integrating ads into the playback and overlay experience is not welcome,” the company spokesperson said. “We apologize for any disruption to play that players may have experienced.”
The Wall Street Journal reported in July that WarnerMedia ran test ads on EA’s UFC 3, promoting various television shows. the diary The article noted that gamers are well known for protesting against changes, such as advertisements, that interfere with the experience, especially for premium games. The EA spokesperson said the company should have better communicated with players ahead of time about the pending change.
“We want to ensure that our players have the best possible experience playing EA SPORTS UFC 4,” said the spokesperson, “so that the ad integration into the replay and overlay experience does not reappear in the future.”
