After much outrage from players, in-game ads were pulled from EA UFC 4


It has been a full-on bashing season for video game players in recent times. Just see reviews for Madden NFL 21 and NBA 2K21 And you will see a bit more anger than in previous years. EA UFC 4 is no exception, especially with the decision to place in-game advertisements in the middle of fights.

Electronic Arts recently reversed course after a huge uproar on Reddit over an advertisement for the Amazon Prime series “The Boys” being shown in the middle of the readme. Apparently the in-game pop-up was not implemented until two weeks after the game’s full release, so this is not something critics can pick up immediately.

Here is Eurogamer’s full statement from EA on this matter:

“Earlier this week, the team went on ad placements in the EA game UFC 4 that appeared in the gameplay during” replay “moments. This type of ad listing is not new to the UFC franchise, although we have generally seen specific Advertisements are displayed for main menu tiles or Octagon logo placement.

“It is clearly evident from your feedback that integrating the ad into the replay and overlay experience is not welcome. The ads have been deactivated by the team and we apologize for any interference in the gameplay that players may have experienced.

He said, “We realize that this should have been a dialogue with the players ahead of time and it is up to us. We want to make sure that our players have the best experience playing the EA game UFC 4, so ad integration into the replay and overlay experience will not reappear in the future. Thanks for your continued feedback on EA Sports UFC 4. “

Of course, in-game advertising is hardly unique to UFC video games, but perhaps the casualness of MMA fans who get a substantial fill of advertising in real life doesn’t really care about live commercials on them, which already The game itself is slapped at $ 60.