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Unskippable advertising returns to NBA 2K, fans angry The NBA 2K series is taking heat for the return of ads with no skippability, loading screens which appear during the main game 2K MT. Stevivor revealed this weekend that Oculus' ad was shown before the "episode” of NBA 2KTV. This happens when the game loads on any of NBA 2K21's modes. The option to change lineups as the game loads does not appear until after the commercial finishes, meaning users have no choice but to watch the entire episode.

Monday morning Polygon utilized the Xbox One game to search for unskippable advertisements. The ads weren't present in MyCareer, MyTeam or any of the Play Now matchups. This may be a temporary problem that affects only certain regions or games or 2K Sports may have already taken the ads off of the Play Now matchups in the chaos of the weekend. We've spoken to a 2K representative to seek clarification.

Stevivor said that the ads were present on NBA 2K21's PC version as well as PlayStation 4 version. The year prior to Halloween, NBA 2K20 started featuring unskippable ads. They were introduced by NBA 2K19 in the summer, shortly after the game's launch. Both created backlashes that quickly went away.

In-game advertising -- more than just fictitious billboards, or actual sponsorships -- is not new. Madden NFL 10 began with it being released on PlayStation 3 or Xbox 360. There were also an in-game bumper advertisement for Snickers in the past decade. EA Sports introduced unskippable advertisements in UFC 4 (and 2018's UFC 3) in September Buy NBA 2K22 MT. The UFC 4 launch was on August 4th, on Xbox One and Windows PC.