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