The first game developer signed up to test Facebook's plan to put adverts into Oculus VR games has reversed course after a backlash from players, APA reports citing BBC.
It comes days after Facebook announced it would place adverts inside players' headsets, starting with shooter game Blaston.
It was the only named title listed to take part.
But its maker, Resolution Games, has now said its game "isn't the best fit" for in-game advertising.
After an outcry from gamers, the company issued a statement to media outlets from chief executive Tommy Palm, saying it had seen the feedback.
"Some good points have been made, and we realise that Blaston isn't the best fit for this type of advertising test. Therefore, we no longer plan to implement the test in Blaston," he said.
But he added that it might move the test to one of its other games - a free fishing title called Bait! - in the future.
He said that "if ads in VR become inevitable as [they have] on other platforms, we want to ensure we... do it right".
Facebook has previously said a couple of other developers will be involved in the test and revealed in the next few weeks.