EA pulls newly introduced commercial from UFC 4 after criticizing players

Shortly after the introduction of nearly full-screen advertising in fighting game UFC 4, Electronic Arts removed these ads again. This after a flood of complaints on social media. EA apologized for it.

A video posted on Reddit shows an ad for a television series that briefly occupies almost the entire screen. This is in addition to the ads on the mat, which were already included at the time of release. The game has been on the market for PS4 and Xbox One since August 14 and costs 59.99 euros. Critics accuse EA of delaying the release of this ad until after release reviews were published.

The ad was also added to UFC 3, according to another post, but it’s unclear whether it has been removed again. This game cost the same amount of money at the time of its release in 2018.

EA says it has heard the ad’s feedback “ loud and clear ” and apologizes for “ potential disruptions to gameplay. ” It further states that it “should have communicated this change to players in advance.” That writes Eurogamer.