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Recently EA placed ads on UFC 4 for a brief time, but they have since been removed due to protests from the player base.
One of the ads was for the Amazon show The Boys, which recently returned for a second season. Ads played during replays and as part of an overlay, but are now gone. You can see one of the ads in the video below. As you can see, The Boys logo was also displayed in the center of the octagon.
In a statement sent to Eurogamer, EA said the comments were loud and clear.
“It’s very clear from your feedback that integrating ads into the replay and overlay experience is not welcome,” said EA. “The team has disabled the ads and we apologize for any disruption to the game that players may have experienced.”
“We realize that this should have been communicated to players in advance and that is up to us. We want to make sure our players have the best possible experience playing EA Sports UFC 4, so the integration of ads into the experience of Playback and Overlay will not be reappearing in the future. Thank you for your continued feedback on EA Sports UFC 4. “
In July, The Wall Street Journal reported that the marketing departments of giant companies were turning their attention to advertisements for console games. AT & T’s WarnerMedia division ran a series of ads on UFC 3 to promote its television shows, including Snowpiercer and Rick & Morty. The idea of these tests was to determine how players might react to in-game advertisements in a console game rather than in a free mobile title where this is common practice.
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