EA has now announced that it will no longer be pursuing licensing agreements with arms manufacturers for images of guns in its marketing campaigns.
However, EA still intends to feature branded guns in its games. It will simply do so without a licence.
EA spokesperson Jeff Brown added: "The action games we will release this year will not include licensed images of weapons."
The publisher believes this strategy will succeed because gun firms will welcome what is effectively free advertising (some loading animations make a point of showing the brand emblazoned on the side of the weapon).
EA has previously licensed weapons from McMillan Group for its marketing of the Medal of Honor: Warfighter game, while Activision thanks Colt and Remington in its Call of Duty credits.
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