EA apologises & removes in-game ads in UFC 4 following fan backlash

EA has been compelled to apologise and determined to take away sure in-game ads from EA Sports UFC 4 in the wake of an enormous fan outcry after stated ads had been added to the sport post-launch.

As spotted by Eurogamer, the adverts in query had been full display screen ads that appeared throughout replays in addition to smaller trailers that will pop up throughout gameplay for Amazon Prime TV sequence The Boys. This resulted in a Reddit thread that quickly went viral on social media, with many claiming underhanded techniques from the corporate as a result of additions coming in after most critiques for the full-priced sport had long-since been revealed provided that it had launched a few weeks in the past.

EA has now responded to the outcry with a statement to Eurogamer saying “Earlier this week, the team turned on ad placements in EA Sports UFC 4 that appeared during the ‘Replay’ moments in gameplay. This type of advertising inventory is not new to the UFC franchise, though we have typically reserved displaying ads to specific main menu tiles or Octagon logo placement.”

“It is abundantly clear from your feedback that integrating ads into the Replay and overlay experience is not welcome. The advertisements have been disabled by the team and we apologize for any disruption to gameplay that players may have experienced.”

They continued: “We realize that this should have been communicated with players ahead of time and that’s on us. We want to make sure our players have the best possible experience playing EA Sports UFC 4, so ad integration in the Replay and overlay experience will not be reappearing in the future. Thank you for your continued feedback on EA Sports UFC 4.”

EA Sports UFC 4 is on the market now on Xbox One and PlayStation 4.


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