EA again for the old: the company patented the technology of impervious advertising
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EA have always been famous for their controversial actions. Remember at least the recent scandals around the ads in NBA 2K21 and unmissableinserts in UFC 4. Then the anger of fans defeated EA's desire to earn extra money, but it seems the company does not plan to deviate from its principles.
It follows from the description of the technology that it will primarily apply to online games. Apparently, they plan to run ads during downloads and other "unplayable" moments of the game. It is noteworthy that the patent application was filed back in 2017.
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