UFC 4: EA removed in-game ads after controversy, with excuses and explanations

UFC 4 unexpectedly presented advertisements inserted directly into the game by Electronic Arts, which evidently entered into marketing agreements with various companies to insert commercials during the gameplay for its new fight simulation, but promptly removed them. once the controversy was raised.

The issue emerged yesterday, when in UFC 4 real advertisements appeared in the middle of the game, in this case commercials on the TV series The Boys branded Amazon and more, immediately sparking the controversy among the players.

In close turn, Electronic Arts has promptly disabled the function to try to calm the spirits, given the not exactly positive response from users, also spreading a message of explanations relating to the case.

As reported to Eurogamer.net, EA said: "A few days ago, the team activated an ad insertion system in EA Sports UFC 4, with these having appear during replays in the middle of the gameplay. This type of advertising is not new to the UFC franchise, although it is usually reserved for some tiles in the main menu or some logos placed in the octagon ".

" It is very clear from your feedback that the integration advertising in replays and overlay images are not welcome. The advertisements have been disabled by the team and we apologize for the interruptions to the gameplay ".

The issue has caused debate for various reasons: although it is true that the advertisements were present in other forms in the previous chapters, these have presented particularly invasive even if inserted in rather realistic contexts. Furthermore, the fact that these were not initially present suggested that the timing in the inclusion of this feature was studied ad hoc so as not to mention it in the review, even if this it is above all a speculation.