By now every game is probably familiar with what is mentioned in the title of this article — specifically, that if you buy a game pre-owned from EA, you’ll have to fork over ten dollars to access the multiplayer component.
Well, during a recent post on Kotaku, President of EA Sports Peter Moore, stated the reasoning behind the $10 Online Pass was simply a business move:
“Whilst I’m not sure they’re angry, they absolutely look at what’s going on in the marketplace and understand totally what it is we’re doing. One thing I have to do, and it’s my job, and my development team’s job, and my marketing team’s job, is make you not want to trade the game in.”
Basically and in a nutshell, EA and any other developer that implements this is trying to keep the money in their pockets, as opposed to having a large chunk of it benefit video game retailers like EB Games and GameStop who undercut their retail price through the sale of used product.
According to EA’s sales figures, roughly 70% of all access codes bundled with brand new games were activated, whilst only a meager amount of gamers activated an online token purchased over Xbox LIVE or the Playstation Network. That of course doesn’t mean the games weren’t bought pre-owned, instead it implies that players simply opted not to access the online element when forced to pay extra for it.
What are your thoughts on the Online Pass, and do you think this sort of tactic is here to stay? THQ and EA have implemented it thus far. Will others follow? Sound off in the comments section below.