Things had gotten pretty Horrible for EA after a fan posted the UFC 4 gameplay on Reddit. The gameplay footage showed that numerous real ads were sliding during the highlight feature. The ads continuously popped up on Screen, and there were real sponsor ads. That goes on to say, ads like Amazon Prime video were there.

Things had gotten pretty messy, after fans started to ask refunds, and said that this was a cheap move from EA considering that the price of the title is $60.

Well, EA has come forward and now remove the in-game ads from their latest title UFC 4. In an interview with Eurogamer, the company’s spokesperson said that after looking at the feedback. It was obvious that the ads were not welcomed.

“Earlier this week, the team turned on ad placements in EA SPORTS UFC 4 that appeared during the “Replay” moments in gameplay,” the publisher said in a statement to Eurogamer. “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.

“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.”

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