A week ago news website PlayStation Lifestyle reported that there was a company named Simulmedia that was looking to implement mobile-style advertisements into console games. In that report, the company claimed that EA signed a deal to work those ads in. This week, EA denied those reports and said that they’re not currently looking at those style ads in games.

The rebuttal came after the story gained traction, with EA saying that they haven’t signed any type of agreement with Simulmedia and that they’re not going to be putting paid ads into games in the way

At this point, Simulmedia has not issued a comment on why they said that they’re working with EA. The company also said that they’re working with Hi-Rez Studios, who’s known for putting out the games Smite and Paladins.

A statement from EA regarding the matter read in part: “Following incorrect reports suggesting that we are looking to introduce ‘TV-style’ commercials into our games, we wanted to clarify that in-game advertising for console games is not something we’re currently looking at, or have signed any agreements to implement. Creating the best possible player experience remains our priority focus.”

Advertising in games is a controversial subject, as players pay for the entry into the experience, and pushing intrusive ads upon them will not be popular. For developers, advertising in games can provide a healthy revenue source, and many are suffering due to the delays caused by the Covid-19 pandemic.

We’re following this story and will let you know if anything else comes up.