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EA Apologizes For Ads Appearing in UFC 4 Replays and Overlays

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EA Sports UFC 4

EA Apologizes For Ads Appearing in UFC 4 Replays and Overlays

Over the weekend, users in our Forums and reddit noticed ads for “The Boys”, an Amazon Original, were being displayed during replays and overlays, in both UFC 3 and UFC 4.

Reddit user Ydino posted video of it here. As you can see, “The Boys” ad pops up not only during replays, but it also pops up in the overlay, during actual gameplay.

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

member from the EA Community team responded on reddit.

Earlier this week, the team turned on ad placements in EA SPORTS UFC 4 that appeared during the “Replay” moments in gameplay. 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. 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. We realize that this should have been communicated with players ahead of time and that’s on us. 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.

Obviously, there was plenty of backlash.

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  1. You have to be kidding? I feel SO bad for these devs. They would’ve put so much work into this game only for ea to force these stupid things into their games while not allowing them to work on the game long enough for them to release it in a better state than it has been. EA should be ashamed this is absolutely gross
    I do enjoy coming to this forum just to see what shenanigans EA are getting up to next.
    Surprised nobody in the gaming industry has put full screen ads in and you’d have to buy the premium/deluxe/gold or whatever edition to not get ads.
    Sorry to bump after it's been a couple days, but can we get some solid confirmation on where it occurs and if it's in both 3 and 4?
    Don't feel like reinstalling to find out myself, but I really want to know what the deal is
    MixedMetalArts
    Can we get some confirmation on where it occurs in 3&4?

    Yes it's in 4. I'd link you the video but reddit is banned here it seems. During the video in question they show a short clip of it happening between rounds and during the start of the next round.
    If it happens else where in the fight this clip doesn't show it.
    ryangil23
    I do enjoy coming to this forum just to see what shenanigans EA are getting up to next.
    Surprised nobody in the gaming industry has put full screen ads in and you’d have to buy the premium/deluxe/gold or whatever edition to not get ads.

    Don't give them ideas...
    Every time i check the forums to find if something has been fixed or added, I just find another reason to be happy I didn't buy this game. Great job EA 👏👏👏
    tissues250
    I really hope EA UFC4 is the last one EA makes this franchise. They don't deserve it. #2kUFC

    Wouldn't go with 2K either to be honest, unless you want actual Pachinko and roulette in the game
    MixedMetalArts
    Wouldn't go with 2K either to be honest, unless you want actual Pachinko and roulette in the game

    Yuke’s are the only answer in my eyes. They’ve got a proven track record and know how to build a great MMA game. Even better if they can poach Wes Bunn from Epic (he used to work at THQ San Diego and was a big part of THQ’s joint development with Yuke’s).
    MixedMetalArts
    Wouldn't go with 2K either to be honest, unless you want actual Pachinko and roulette in the game

    At least, 2K makes a decent career mode and various offline modes. Ea career mode is a completely joke compare to 2K my career. Do you want to play Universe mode? It's not going to happen to under EA. Ea doesn't spent their money for career mode and any offline modes.
    aholbert32
    The UFC license is going to stay with EA. The UFC has no reason to find another video game company to work with.

    Hopefully, UFC changes their mind. There is no hope left in EA UFC series. It will be the same after ten years if EA keeps holding license.
    aholbert32
    The UFC license is going to stay with EA. The UFC has no reason to find another video game company to work with.

    I don't like being negative (despite my recent posts) but considering the backlash to multiple EA Games over the last 2 years I wouldn't be confident in that assumption. In terms of public perception, EA as an entity has been stuck in crucifix with the general public (and even media) raining down hellbows of late
    I should probably laugh hysterically at this nonsense, but as I haven't played the game in a while I have yet to see how intrusive it is. If it actually blocks the replay footage: wow, ea. Just wow...
    MixedMetalArts
    I don't like being negative (despite my recent posts) but considering the backlash to multiple EA Games over the last 2 years I wouldn't be confident in that assumption. In terms of public perception, EA as an entity has been stuck in crucifix with the general public (and even media) raining down hellbows of late

    I would bet my house on it.
    Madden has been getting killed by the public for over a decade and EA has renewed the exclusive NFL deal twice (when it comes to simulation football).
    Same goes for Fifa.
    If you think Endeavor and Dana White give a **** about what fans on the internet say about the video game, I dont know what to tell you. The UFC loves the license fee that EA is willing to pay and thats all that matters.
    The only way this changes is if a company is willing to out bid EA (there isnt one out there) or if UFC 4 sold so poorly that EA was losing money on the game (that isnt happening either).
    tissues250
    Hopefully, UFC changes their mind. There is no hope left in EA UFC series. It will be the same after ten years if EA keeps holding license.

    They wont. The UFC likes money and they dont give a **** if people on social media hate the game. As long as they get their license fee, they are golden.
    aholbert32
    I would bet my house on it.
    Madden has been getting killed by the public for over a decade and EA has renewed the exclusive NFL deal twice (when it comes to simulation football).
    Same goes for Fifa.
    If you think Endeavor and Dana White give a **** about what fans on the internet say about the video game, I dont know what to tell you. The UFC loves the license fee that EA is willing to pay and thats all that matters.
    The only way this changes is if a company is willing to out bid EA (there isnt one out there) or if UFC 4 sold so poorly that EA was losing money on the game (that isnt happening either).

    The fact that you defend EA's problems with its franchises ,Especially UFC if your on the forum, it the reason why we dont have a better UFC game since Undisputed 3,and that came out in 2012.
    You are a game changer right? So i understand you dont wanna say anything bad about EA.But you also needs to be realistic of where the game stands as of today.Theres more negative then positive.That right there should tell you someone.
    B_Walsh_77
    The fact that you defend EA's problems with its franchises ,Especially UFC if your on the forum, it the reason why we dont have a better UFC game since Undisputed 3,and that came out in 2012.
    You are a game changer right? So i understand you dont wanna say anything bad about EA.But you also needs to be realistic of where the game stands as of today.Theres more negative then positive.That right there should tell you someone.

    A few things about this:
    One, point out where I "defended" EA in this thread. I'll wait. Find one ****ing statement here where I said anything about the game. I spoke about how the fact that people on the internet talking **** about a game has no effect over whether they keep a license.
    Two, I dont live in this fantasy world like a bunch of the people here. Yukes isnt coming to save you. 2k isnt coming to save you. I live in the real world where EA is the only gaming company willing to pay hundreds of millions of dollars for this license and where WME/Endeavor are only interested in the amount of money a company will pay for the license.
    Three, for the past 3 mos I have regularly told people not to buy the game. I have regularly told people that this game isnt for the "sim" minded folks here. I warned everyone....and 90% of yall still bought the damn game.
    So STFU about me "defending EA" when most of you here dont have enough pride and will power to not buy a game that is clearly not for you.
    aholbert32
    A few things about this:
    One, point out where I "defended" EA in this thread. I'll wait. Find one ****ing statement here where I said anything about the game.
    Two, I dont live in this fantasy world like a bunch of the people here. Yukes isnt coming to save you. 2k isnt coming to save you. I live in the real world where EA is the only gaming company willing to pay hundreds of millions of dollars for this license and where WME/Endeavor are only interested in the amount of money a company will pay for the license.
    Three, for the past 3 mos I have regularly told people not to buy the game. I have regularly told people that this game isnt for the "sim" minded folks here. I warned everyone....and 90% of yall still bought the damn game.
    So STFU about me "defending EA" when most of you here dont have enough pride and will power to not buy a game that is clearly not for you.

    Just wanna chime in here, I do know that EA are likely renewing the license, was just saying who I thought was the best developer to go with if they didn't renew.
    Also, yeah, you're not defending EA here. You've even said multiple times before that you hate certain things in the game and that you're not defending EA, etc.
    TheUFCVeteran
    Just wanna chime in here, I do know that EA are likely renewing the license, was just saying who I thought was the best developer to go with if they didn't renew.
    Also, yeah, you're not defending EA here. You've even said multiple times before that you hate certain things in the game and that you're not defending EA, etc.

    Point taken. Keep in mind, I like alot of the devs that work on this game but I'm not sure EA is the best company for it simply because of the way the company as a whole places their priorities when it comes to game development.
    Its great for generating revenue but not for establishing games that are long lasting and fun.
    I'm not gonna lie.
    While everyone was complaining about the ads, I was over here thinking it was one of the more immersion based elements they added to the game.
    Sent from my SM-N975U using Tapatalk
    TheRizzzle
    I'm not gonna lie.
    While everyone was complaining about the ads, I was over here thinking it was one of the more immersion based elements they added to the game.
    Sent from my SM-N975U using Tapatalk

    The issue is the fullscreen ads and its really primarily an issue for online players. I'm only online with one of my profiles and even on that one, I never saw the fullscreen ads. Just the popup one at the bottom and the new cage logo with "The Boys".
    So, in general, I’m glad they’re gone. They shouldn’t be forced on in a game you paid for. But here’s what I would’ve liked/preferred. Let me list my issues first.
    The clock ad is actually realistic, but lasts way too long compared to real life. Shorten it to match real life and I’d like it much more.
    The full screen replay ad is just bad. It takes away from the authentic presentation (which has already taken a further step back from UFC 3... which was a step back from UFC 2), they either use an ESPN+ logo with a transition or the UFC logo, or the UFC logo, then the ESPN/+ logo, followed by an ad with a tagline, like the Boost Mobile logo and then “Impact Performer”.
    It’s a shame that they don’t seem to care much about being as accurate as they could with the presentation and including the small details.
    What I would’ve done is make them optional for people who want them to add a more authentic feel to the presentation, but sadly they’re just not that accurate - especially the replay ad. Even the clock ad was way off centre one time. If they made it shorter and centered (and optional) it like I mentioned, it would’ve been much better for someone like me who loves the presentation to be as authentic as possible. UFC 2 was the most true to life it’s ever been.
    Sadly, this wouldn’t make them as much money, so they never bothered and/or didn’t think about it.
    aholbert32
    I would bet my house on it.
    Madden has been getting killed by the public for over a decade and EA has renewed the exclusive NFL deal twice (when it comes to simulation football).
    Same goes for Fifa.
    If you think Endeavor and Dana White give a **** about what fans on the internet say about the video game, I dont know what to tell you. The UFC loves the license fee that EA is willing to pay and thats all that matters.
    The only way this changes is if a company is willing to out bid EA (there isnt one out there) or if UFC 4 sold so poorly that EA was losing money on the game (that isnt happening either).

    No way EA would stop renewing the license even if they were losing money on UFC games.
    As long as they have the money, EA are still always going to keep paying to renew the UFC license even if only to make sure no other big publisher can get it. This is basic, everyday IP acquisition **** for huge companies like them.
    Companies Netflix, Warner Brothers, HBO, etc. are buying the rights/license to books and what not every single day. Big game publishers are no different. They all spend hundreds of thousands on this stuff every single year, even though they have no intentions of ever actually doing anything with the vast majority of it. They buy it all so it's there if it ever becomes relevant to their business interests, and also so that no one else can have it.
    I've seen this all first hand with game development. I've had companies try and poach I.Ps that I'd developed back at a Uni level, and I wasn't the only one. Out of Uni, a project I was working on that didn't even have a working build was getting us at least 2 emails a week for almost a year from companies wanting to buy the IP.
    The people who carry on about how they wish EA would give up the license so that Yukes or THQ or whatever can get it have no clue at all. Even if the UFC and MMA dies right down, it just means EA are going to be paying less for renewals, in which case they're going to care even less.
    Hayden
    No way EA would stop renewing the license even if they were losing money on UFC games.
    As long as they have the money, EA are still always going to keep paying to renew the UFC license even if only to make sure no other big publisher can get it. This is basic, everyday IP acquisition **** for huge companies like them.
    Companies Netflix, Warner Brothers, HBO, etc. are buying the rights/license to books and what not every single day. Big game publishers are no different. They all spend hundreds of thousands on this stuff every single year, even though they have no intentions of ever actually doing anything with the vast majority of it. They buy it all so it's there if it ever becomes relevant to their business interests, and also so that no one else can have it.
    I've seen this all first hand with game development. I've had companies try and poach I.Ps that I'd developed back at a Uni level, and I wasn't the only one. Out of Uni, a project I was working on that didn't even have a working build was getting us at least 2 emails a week for almost a year from companies wanting to buy the IP.
    The people who carry on about how they wish EA would give up the license so that Yukes or THQ or whatever can get it have no clue at all. Even if the UFC and MMA dies right down, it just means EA are going to be paying less for renewals, in which case they're going to care even less.

    I agree with almost all of the points here. The only exception I would say is the PGA license. EA held the golf license for years but after Tiger Woods popularity dropped, they were unable to find a cover person who has the same appeal and sales of the last golf game were horrible....they dropped the license.
    TheShizNo1
    I can't believe someone thought that this would be a good idea.
    Sent from my SM-G975U using Tapatalk

    They'll be like; mission failed, we'll get em next time.
    What i like about EA rn is that at least they don't pretend to care anymore, it's just mask off, full on corporate greed.
    Painless taken
    Of all the things wrong with this game, this is what upsets people lol?

    It's more of a compounded issue. The main reasons people are pissed about this, as far as I can tell from Reddit, are as follows:
    1. Putting ads into a game that people already paid AAA price for. This is a relatively new tactic of normalising aggressive monetisation in the AAA space and people are raging like they did when paid DLC for content already on the disk became a thing.
    2. They were added AFTER the reviews had gone out and however many people have bought the game, don't need to explain why that is unethical.
    3. Combine the previous 2 points with the general feeling of disappointment with the game. It launched with a lot of issues, had more features removed than added (at least ones people cared about) and instead of spending their time correcting those issues they have added advertising to the game. This appears to be the main complaint, as people are taking it as further insult to injury.
    I got my copy for free from a mate who hated it, so I haven't lost anything, but if I spent money on it i'd be livid too.
    Painless taken
    Of all the things wrong with this game, this is what upsets people lol?

    You don't find it a problem now, then just imagine the next step. Full on commercials for loading screens and so on and so forth.
    You give them a finger and they'll take the whole arm. Its pretty sad that ruined this game so bad yet were calculating enough to hold off on the ads till the review period was over.
    EA gonna EA.
    Painless taken
    Of all the things wrong with this game, this is what upsets people lol?

    This is a scary thought process. If the majority start implying to companies like EA that they can just shove advertising down our throats what's to stop them from adding advertisements that completely disrupt gameplay?
    If the game was free, and more importantly, wasn't riddled with bugs and issues, it's another story. But you shouldn't be seen by a company you just shelled 80 dollars out to as just another head to send ads too.
    Painless taken
    Of all the things wrong with this game, this is what upsets people lol?

    Straw that broke the camel's back.
    Although the back was very much broken at this point

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