The EA spokesperson said the company should have better communicated with players ahead of time about the pending change. “We want to make sure our players have the best possible experience playing EA SPORTS UFC 4,” the spokesperson said, “so ad integration in the Replay and overlay experience will not be reappearing in the future.
An EA spokesperson wrote in a Reddit post that the team had turned on ad placements in the game during the “replay” moments, and that while “this type of advertising inventory is not new to the UFC franchise,” it has typically been limited to “specific main menu tiles or Octagon logo placement.
EA says it has disabled the ads. “It is abundantly clear from your feedback that integrating ads into the Replay and overlay experience is not welcome,” the company spokesperson said. “We apologize for any disruption to gameplay that players may have experienced.
EA apologizes for putting full-screen in-game ad in UFC 4 https://t.co/6A5xIYzNeT— The Verge (@verge) September 6, 2020
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