Fans of EA Sports’ latest UFC video game aren’t happy with in-game ads

Fans of EA Sports’ latest UFC video game aren’t happy with in-game ads

The video game developer may have gone overboard with the amount of included pop-up ads

EA Sports tried a new feature in its UFC 4 video game that was not well-received by fans, which led the developer to issue a public apology after many complaints were made online. Apparently, this video game featured in-game advertisements and after the latest update, pop-ups started getting out of control. Last Friday, a Reddit post from one user showed how he was being bombarded with add for the Amazon show “The Boys,” which were appearing before and after a replay and his revelation ended up causing a lot of consternation among fans.

Even though displaying ads is a rather common trend in free-to-play video games, fans of the game claimed that paying $60 for UFC 4 gave them a good reason to not have their gameplay constantly interrupted by ads, especially when the game itself already shows in-game signage. “That’s what makes it particularly insulting,” one Reddit user wrote. “They squeezed so many ads into the ring itself, and they could probably get away with that no problem because real-life boxing rings have ads all over them. But they still felt the need to have ads pop up on the screen as well in a game people paid full price for.”

That post was echoed by thousands of other gamers who commented on the post, which by Saturday already had a response from EA Sports. “Earlier this week, the team turned on ad placements in EA Sports ‘UFC 4’ that appeared during the ‘replay’ moments in gameplay,” a spokesperson posted on Reddit. “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.”

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