US publishing giant Electronic Arts has said it is not introducing 'TV-style' ads into its games.

That's according to PC Gamer, which reports that a spokesperson told them that the company is not working on these kinds of adverts to its PC and console titles.

"Following incorrect reports suggesting that we are looking to introduce 'TV-style' commercials into our games, we wanted to clarify that in-game advertising for console games is not something we're currently looking at, or have signed any agreements to implement," an EA rep said.

"Creating the best possible player experience remains our priority focus."

The news of such a deal was revealed by Axios, which reported that US TV ad firm Simulmedia had partered with both EA and Tencent's Hi-Rez Studios. The firm has apparently already run a pilot scheme in the latter's free-to-play MOBA Smite.

Data from this research showed that 22 per cent of users were much more likely to play – and 11 per cent were more likely to spend money in – a game that featured ads that gave them access to in-game perks. These adverts will take the form of 15-to-30 second videos.

"The acceleration of free-to-play games across console and PC, like Fortnite, Apex Legends, Call of Duty Warzone and Roblox, means that audiences and play time have seen explosive growth, yet the vast majority of players, over 90%, never spend money F2P games," Simulmedia EVP of gaming Dave Madden said.