EA, a company renowned for charging people the same football game every year and adding in a free-to-play payment mechanic via FIFA Ultimate Team mode, is denying the recent in-game advertising rumours.

The rumours likely surfaced from an EA partnership with advertising platform PlayerWON from Simulmedia. Since the latter company is known for showcasing video advertisements inside PC and console games, people are speculating that EA will do the same with its games. This is pretty controversial especially if the ads are in US$60 games they are known for selling.

EA denies all this with the following PR statement:

“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.”

Simulmedia plans to run in-game ads in 12 new games by the end of the year, with one of them being Hi-Rez Studios Smite. That game is F2P, so having ads in there that’s viewable in exchange for in-game rewards makes sense.