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EA has removed a variety of intrusive in-game ads from UFC 4 after being inundated with complaints from fans.
As Eurogamer pointed out, multiple players disagreed with the near-full-screen ads, which would appear at the beginning and end of replays, after a Reddit user highlighted the controversial layout choice on the ‘moron layout’ subreddit. ‘.
As this video shows, large ads (also pictured below) would appear on screen to complete in-game replays, and while EA claims these types of ad placements aren’t new to the game. UFC franchise, the implementation is hardly subtle.
It’s also worth noting that EA triggered ad placements after launch, which means that critics weren’t able to comment on them during the initial launch window.
Explaining your decision to enable and subsequently remove ads from UFC 4, EA said it believed the announcements were part of the franchise’s course, but said it valued player feedback and would not reinstate it in the future.
“Earlier this week, the team activated ad placement on UFC 4 which appeared during the ‘Replay’ moments in the game. This type of advertising inventory is not new to UFC franchise, although we normally reserve the display of ads in specific tiles in the main menu or in the location of the octagon logo, “reads a statement from the company sent to Eurogamer.
“From your feedback, it is very clear that the integration of ads into the playback and overlay experience is unwelcome. The team has disabled the ads and we apologize for any disruptions to the game that players may have experienced.
“We realize this should have been communicated to the players in advance and that is up to us. We want to make sure our players have the best possible playing experience. UFC 4so the integration of ads into the playback and overlay experience will not appear again in the future. “
