EA Sports is determined to ensure gamers have "the best possible experience" playing 'UFC 4'.
The company issued the statement after some fans complained about in-game advertisements in the sports game, which prompted a swift response from EA.
Reacting to the complaints, a spokesperson said via Reddit: "The team turned on ad placements in EA Sports 'UFC 4' that appeared during the 'replay' moments in gameplay.
"This type of advertizing 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. (sic)"
EA Sports wishes it had discussed the issue with consumers before fans complained.
The company said: "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. (sic)"
