More value for first time buyers

May 11, 2010 20:51 GMT  ·  By

Electronic Arts has announced that it is planning to bundle one time use codes with all the sports titles that it launches on the Xbox 360 from Microsoft and on the PlayStation 3 from Sony, allowing access to the online content linked with that game. All those who pick up the titles second hand will have to pay 10 dollars extra in order to get access to the same features.

EA has not been very clear about the exact content linked with the new Online Pass. It could be anything from simple title updates, which bring in new players and team shirts to limiting access to online dynasty modes that are very popular with those playing Madden NFL and the NBA series. All players will have 10 days to see what the games offer in terms of online only content so that they can make an informed decision on whether they are interested in the Online Pass or not.

Peter Moore, who is the leader of EA Sports, stated, “This is an important inflection point in our business, because it allows us to accelerate our commitment to enhance premium online services to the entire robust EA Sports online community.”

The real aim, which EA Sports will probably avoid mentioning publicly, is to limit the sale of second hand titles and encourage players to get all their Electronic Arts titles new. Andrew Wilson, who is a vice president at EA Sports, added, “We want to reserve EA Sports online services for people who pay EA to access them.”

The move comes after Electronic Arts launched its 10 Dollar Project, linked with titles like Dragon Age: Origins, Mass Effect 2 and Battlefield: Bad Company 2. The idea is similar to those who get the game having access to exclusive downloadable content. All three titles mentioned above sold pretty good on launch but it's not clear whether it's due to the 10 Dollar Project or to their actual quality.