At some time over the recently, Electronic Arts took a video game already filled with ads– it’s a sports video game, it includes the territory!– and included more. Just this wasn’t an in-world kinda offer, it was an actual commercial flashing around in the middle of a battle.

You can see an example in the gif above, with the trailer accompanied by matching advertisement placement in the middle of the octagon.

As soon as folks discovered, a Reddit thread appeared and quickly moved to 90k likes and a comfortable spot on the site’s front page. Reddit’s collective “durh EA bad” default frame of mind undoubtedly contributed there, however it’s also some real bullshit, given the truth previous series advertisements have been relegated to menus and not the middle of a battle.

Reacting to the reaction, EA’s neighborhood team posted a declaration:

Earlier this week, the team switched on ad placements in EA SPORTS UFC 4 that appeared during the “Replay” moments in gameplay. This type of marketing inventory is not brand-new to the UFC franchise, though we have actually usually reserved displaying advertisements to particular primary menu tiles or Octagon logo design positioning. It is abundantly clear from your feedback that incorporating advertisements into the Replay and overlay experience is not welcome.

The ads have actually been disabled by the group and we apologise for any interruption to gameplay that players may have experienced. We realise that this must have been interacted with players ahead of time which’s on us. We desire to make certain our gamers have the very best possible experience playing EA SPORTS UFC 4, so ad combination in the Replay and overlay experience will not be reappearing in the future. Thank you for your ongoing feedback on EA SPORTS UFC 4.

So they’re gone and won’t be coming back, which is nice.

While we’re on the subject, and due to the fact that I’m in the middle of evaluating 2K21, this is a great time to advise you that the NBA 2K series has actually been running length, mid-game and unskippable Gatorade commercials for years now, and they are 10x worse than this (you can see one near the bottom of this post).

I don’t point this out in the hopes it too gets a 90k Reddit thread, however just to state it’s unexpected EA pulled back so rapidly provided 2K simply do not appear to give a shit what individuals think.