Last week, TV ad tech company Simulmedia announced the launch of advertising platform called playerWON. It’s designed to allow developers to add TV-style commercials into console and PC games. The company also claimed it had already signed deals with several big gaming brands, including EA. EA, however, is denying its involvement.

Soon after playerWON announced its plans to add TV-style commercials into console and PC games, players and some developers criticized the advertising platform. Some of them promised to never give their money to companies that would implement this system.