EA apologizes for putting full-screen in-game ad in UFC 4


EA has apologized for putting a full-screen, in-game ad into its UFC 4 sport, after offended enthusiasts protested on Reddit. First reported by Eurogamer, the economic spoil, which featured a place for Amazon’s display The Boys, used to be added to the $60 sport a few month after its preliminary free up.

An EA spokesperson wrote in a Reddit post that the workforce had grew to become on ad placements in the sport right through the “replay” moments, and that whilst “this kind of promoting stock isn’t new to the UFC franchise,” it has in most cases been restricted to “explicit primary menu tiles or Octagon brand placement.”

A put up on Reddit’s r/assholedesign board pointing out the issue had as regards to 100,000 upvotes.

EA says it has disabled the commercials. “It is amply transparent out of your comments that integrating commercials into the Replay and overlay revel in isn’t welcome,” the corporate spokesperson mentioned. “We say sorry for any disruption to gameplay that gamers will have skilled.”

The Wall Street Journal reported in July that WarnerMedia ran take a look at commercials in EA’s UFC 3, which promoted a number of TV presentations. The Journal article famous that avid gamers are widely recognized for protesting adjustments— reminiscent of commercials— that intrude with the revel in, particularly for top class video games. The EA spokesperson mentioned the corporate must have higher communicated with gamers forward of time in regards to the pending trade.

“We wish to make certain our gamers have the most productive conceivable revel in enjoying EA SPORTS UFC 4,” the spokesperson mentioned, “so ad integration in the Replay and overlay revel in may not be reappearing in the long run.”


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