Electronic Arts Inc., EA, has been forced to remove ads from its latest sporting game merchandise, UFC 4, after users’ complaints. Here are details about this story.
EA confirmed that it had removed the commercials that feature MMA replays and other videos because fans didn’t like it. The main reason was likely because it interrupted gaming experience.
Engadget, in a report, says of the commercials, “these weren’t small, unintrusive promos — one commonly-cited example was a full-screen video ad for Amazon’s second season of The Boys.”
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Full-screen ads have always been a major problem for developers. While their big-money clients prefer them, their fans don’t. Thus, to appease them, EA is saying that the ads it removed will not come back again.
The gaming company had started rolling out the ads in early September 2020 for UFC players. Users were not happy that ads were disturbing their enjoyment of a paid game. They also added that the timing showed that EA knew exactly what it was doing.
According to reports, the company had not rolled out the ads until after reviews were out, about two weeks after launching UFC 4. Also, the fact that this is not the first time EA would pull off a stunt like this angered players more.
Now, EA has promised that the disruptive ads will no longer be a part of UFC 4. It apologised for its ‘shady’ actions. UFC 4 is the sequel to EA Sports UFC 3 and it came after two years of the former. It offers players single-player and multiplayer modes and is available on PlayStation 4 and Xbox One.
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