Then, in July, credit-reporting company Experian started a test within UFC 3 for its Experian Boost product, which aims to help people increase their credit score. In July 2020, the Wall Street Journal reported that AT&T's WarnerMedia ran three ad tests within February 2018's UFC 3 (probably why hardly anyone noticed) back in May promoting Turner properties Rick & Morty, Snowpiercer, and The Match. Or if it was a little trailer in the corner of the screen for five seconds.'ĮA has yet to comment (we've asked), but it looks like the adverts are part of a new initiative that caught the attention of the business press earlier this year. If it was just on the octagon canvas then it would actually be pretty cool. 'But the full retail price plus being bombarded with advertisements is a real slap in the face. 'I wouldn't mind the commercials if it was a free-to-play game,' commented redditor ryangoddard1984. While in-game advertisements are hardly a new thing, and players of free-to-download games and mobile titles are used to watching adverts in order to progress, the UFC community appears united in its disgust at the addition of in-game pop-up advertisements in UFC 4 - a full-price game that's already under the cosh from fans for not turning out as well as many had hoped. In fact, gamers have reported the same in-game adverts in UFC 3, too. These adverts went live just over two weeks after UFC 4 came out on 14th August 2020, which critics have pointed out means they won't have been picked up by reviewers. This content is hosted on an external platform, which will only display it if you accept targeting cookies. Thank you for your continued feedback on EA SPORTS UFC 4.' We want to make sure our players have the best possible experience playing EA SPORTS UFC 4, so ad integration in the Replay and overlay experience will not be reappearing in the future. 'We realize that this should have been communicated with players ahead of time and that's on us. The advertisements have been disabled by the team and we apologize for any disruption to gameplay that players may have experienced. 'It is abundantly clear from your feedback that integrating ads into the Replay and overlay experience is not welcome. This type of advertising inventory is not new to the UFC franchise, though we have typically reserved displaying ads to specific main menu tiles or Octagon logo placement.

In a statement to Eurogamer that was also posted on Reddit, EA said: 'Earlier this week, the team turned on ad placements in EA SPORTS UFC 4 that appeared during the Replay moments in gameplay.

UPDATE 06/09/20: EA has now removed in-game ads from UFC 4 after fans flooded the company's social channels with complaints.

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