The ads briefly covered most of the screen at the beginning and end of replays, causing outrage among players.
EA has done nothing to help its reputation with gamers this month after deciding to place screen-filling ads in EA Sports UFC 4, a game that costs $60.
As Eurogamer reports, EA started placing the ads at the beginning and end of replays less than a month after the game launched. They briefly fill most of the screen, but that was more than enough to spark anger among players. A Reddit post about the ads, including an example video, has received over 91,000 upvotes and sparked an apology and climb-down by EA.
EA released the following statement, “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.
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.”
The wording of EA’s statement suggests these ads may return in future, but only once EA has “communicated with players ahead of time.” The incident is also raising questions about how much advertising is acceptable in premium titles which require spending $60 to play.
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