EA ran ads on EA Sports UFC 4 reruns

EA ran ads on EA Sports UFC 4 reruns

Electronic Arts recently added an ad to EA Sports UFC 4 that ran in reruns of match highlights. This happened a month after the release, so observing journalists did not stumble upon such a trick of the publisher. But after the video with the advertisement scattered across the web, and Electronic Arts was heavily criticized by gamers, it was decided to remove the advertisement from the game.

EA Sports UFC 4 was released August 14 on Xbox One and PlayStation 4, but only recently featured an ad for the Amazon television series Boys, which is shown at the beginning and end of match replays. The project is being sold at full price, and it is only natural that gamers do not want to see ads in it, as in shareware products. Electronic Arts took unanimous negative reviews and turned off ads.

Earlier this week, the team included ad placement on EA Sports UFC 4 that appeared during reruns,” Electronic Arts told Eurogamer. “ This type of advertising is not new to the UFC franchise, although we used to highlight the ad display on certain tiles on the main menu, or place the [sports ad agency] Octagon logos. It’s clear from the reviews that ad integration into replays is discouraged. Ads have been disabled by the team and we apologize for any gameplay disruption that gamers may have.

Electronic Arts have been experimenting with advertising in UFC games for a long time, but this case may dampen the publisher’s enthusiasm.