EA’s In-game Ads Backlash

Players of EA’s UFC 4 were infuriated when they encountered in-game ads in their $60 game. EA is known for being a profit-first company with ads in the past UFC games but the ads were limited to menu displays and Octagon logos. This latest ad placement shows during replays and uses ads as transitional graphics and even has a logo pop up from the stats on the bottom randomly. EA turned this feature on this week, two weeks after release…and reviews. EA has come taken down the ads after backlash on social media and released a statement:

“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.”

EA Statement

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