The NBA 2K series once again shined due to the unskippable loading screen ads in the main game.

This weekend, Stevivor reported that the ad for Oculus appeared before the usual "plot" of NBA 2KTV, and that the story was loaded before any of the NBA 2K21 MT modes were loaded. Before the ad is loaded, there will be no prompt to edit the lineup when the game loads, which means the user has no choice but to watch to the end.

On Monday morning, Polygon tried to use the game on Xbox One to find ads that could not be skipped. They are not found in any game loaded in MyCareer, MyTeam, or multiple Play Now matches. This may only affect certain versions or regions, or 2K Sports has enthusiastically eliminated ads during the weekend. We have contacted a 2K representative for clarification.

Stevivor said that these ads are also broadcast on the PC and PlayStation 4 versions of NBA 2K21. Around Halloween last year, NBA 2K20 began playing non-skippable ads. NBA 2K19 was tested in the summer after its release, and it was sold at a discount of approximately 95%. Both had a strong response and disappeared quickly.

Advertising in games-not just fictional billboards or real sponsors-is nothing new. Madden NFL 10 was used on PlayStation 3 and Xbox 360, and a pre-match ad was placed on Snickers more than ten years ago.

In September, EA Sports inserted non-skippable ads into UFC 4 (and even UFC 3 in 2018), which was launched on PlayStation 4, Xbox One and Windows PC in August. EA then apologized to the player and disabled ads.

The publisher pointed out that Buy 2K MT is not a new thing for UFC series of games," but he said that it "should communicate with players in advance."