EA has been forced to apologise and decided to remove certain in-game ads from EA Sports UFC 4 in the wake of a huge fan outcry after said advertisements were added to the game post-launch.

As spotted by Eurogamer, the adverts in question were full screen advertisements that appeared during replays as well as smaller trailers that would pop up during gameplay for Amazon Prime TV series The Boys. This resulted in a Reddit thread that quickly went viral on social media, with many claiming underhanded tactics from the company due to the additions coming in after most reviews for the full-priced game had long-since been published given that it had released a couple of weeks ago.

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 available now on Xbox One and PlayStation 4.


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