Electronic Arts responded to reports that publisher Mass Effect, Battlefield and FIFA are planning to launch in-game TV ads for its console games. Such reports are “incorrect,” the company said.

“Following incorrect reports suggesting that we are looking to introduce ‘TV-style’ ads into our games, we wanted to clarify that in-game advertising for console games is not something we are currently reviewing, or that we have signed agreements to implement it, ”a spokesperson told PC Gamer. “Creating the best possible gaming experience remains our priority.”

EA released the statement after Axios reported that Simulmedia – the creators of the in-game advertising platform PlayerWON – signed an agreement with EA for in-game ads. The report also mentions that the developer of Smite, Hi-Rez Studios, has signed an agreement with Simulmedia for PlayerWON.

Dave Madden, the director of Simulmedia, explained in a blog post that the PlayerWON platform will never show advertisements to users unless they sign up for it. And if an ad starts but you don’t like it, you can skip it. Those who do watching the ads, which will only run during game “downtime”, will earn “rewards that enhance their personal experience without giving them an unfair advantage over players who have chosen not to watch the ads.”

Check out the full blog post to learn more.

EA has a history with in-game ads for console games. The publisher introduced these types of ads in UFC 4 to promote Amazon’s The Boys, but the company quickly removed them after a backlash. In fact, EA has been working with marketing departments on in-game ads for its various games since 2006.