The commercial break featured a spot for Amazon’s show the boys. Ea has apologized for putting a full-screen, in-game ad into its UFC 4 game. Angry fans protested on Reddit.

An EA spokesperson said that the team had turned on ad placements in the game during the’- replay’ moments. The team has typically been limited to’specific main menu tiles or Octagon logo placement’.

A post on Reddit’s r/assholedesign board pointing out the issue had close to 100,000 upvotes.

Ea says it has disabled the ads.’we apologize for any disruption to gameplay that players may have experienced,’ the company spokesperson said.

The Wall Street Journal reported in July that warnermedia ran test ads in EA’s UFC 3. The EA spokesperson said the company should have better communicated with players ahead of time about the pending change.