September 7, 2020

EA removes in-game ads after community outrage

Uproar in the UFC 4 community. After outrage erupted over in-game ads patched into the game EA reacted by pulling the ads from the title again.

Roughly a month after release EA Sports added in-game ads for “The Boys” a Amazon series to UFC 4. In replay scenes the ad was prominently displayed right in the center of the screen. Annoyed fans brought the issue to a larger audience on Reddit which resulted in a community protest that forced EA to react. The following post reached more than 90,000 upvotes at the time of writing:

EA decided to add full-on commercials in the middle of gameplay in a $60 game a month after it’s release so it wasn’t talked about in reviews from r/assholedesign

A day later other news sites picked the story which led to EA formally apologizing and removing the ad again.

We did it boys!!!!! from r/gaming

It is not the first time that EA has made headlines by monetizing their games in a manner unwelcome to players. EA’s response to the outrage over loot boxes in Star Wars Battlefront still remains the most downvoted Reddit post in history.

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