Monday morning Polygon used the Xbox One game to search for the unskippable ads 2k22 mt. The ads didn't appear within games loaded in MyCareer, MyTeam, or any of the other Play Now matchups. This could be a temporary issue that is only affecting certain regions or games, or 2K Sports may have already eliminated the ads from Play Now matches during the weekend chaos. For clarification, we reached out to 2K representatives.
Stevivor said that the ads were also running on NBA 2K21's PC and PlayStation 4 versions. NBA 2K20 was the first game to feature unskippable ads at the end of October last year. NBA 2K19 experimented with them during summer, following its release, at the time it was put on sale for sale for a 95 discount. Both of them triggered backlash that swiftly went away.
In-game advertising -- and not just fictitious billboards or real-life sponsorships -- is not new. Madden NFL 10 began with it being available on the PlayStation 3 or Xbox 360. There were also an in-game bumper advertisement for Snickers more than a decade ago.
EA Sports introduced unskippable advertisements into UFC 4 (and 2018's UFC 3), in the month of September. The UFC 4 launch was on August 4th, on Xbox One and Windows PC. EA Sports apologized to the players and disabled all advertisements. The publisher also noted that in-game advertising was "not something new to the UFC franchise cheap Nba 2k22 Mt," but said its inclusion "should have been communicated with players earlier."