EA has tried this before, with predictable results. In 2020, EA Sports UFC 4 included full-screen ads for the Amazon Prime series The Boys that would appear during ‘Replay’ moments. These were absent from the game when it launched, with EA introducing the ads about a month later, thereby preventing them from being highlighted in reviews. It wasn’t long before the backlash led to EA disabling the ads.
I’ll never forget back in the day when Anarchy Online sold adspace on the virtual billboards in their cities. Fanta bought nearly all of it. The same Fanta ad was everywhere. It was hilarious.