‘EA Sports UFC 4’ removes in-game ads following fan backlash

nme.com:

EA Sports has announced the removal of live in-game advertisements for UFC 4, after fans complained that it disrupted the flow of gameplay.An EA developer took to Reddit to announce the feature’s removal, responding to an initial post made by a gamer that showed off the intrusive ads in action.

The developer explained that the “type of advertising inventory is not new to the UFC franchise,” but has since been removed.“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,” the developer said. “We realize that this should have been communicated with.