At an event in LA earlier in the day, EA senior VP of corporate communications Jeff Brown confirmed that the company would no longer be implenting its online pass program into future titles, primarily due to customer dissatisfaction.
“We thought it was a cool way to package up online services and content,” Brown said to GamesRadar. “It never got off the ground. Consumers didn’t like it. We listened to what they were saying and decided it wasn’t worth doing it again.”
EA was the first company to institute the scheme with Tiger Woods PGA Tour 11 in June 2010. In the scheme, an one-time use code was packaged with a new game and unlocked online content like multiplayer access. In the scheme, those who bought used copies of the game — usually from a second-hand retailer like EB Games — would need to pay $10 for their own online pass in order to access the same online content. In effect, the scheme ensured that a publisher would see some profit in the lucrative second-hand market, and proved so popular that it was picked up by other publishers like Ubisoft, Sony, WB and Activision.
Brown told GamesRadar that the customers’ unhappiness with the scheme has been noted and the online pass won’t be coming back soon.
The ball’s now in your court, Activision, Ubisoft, Sony, and WB.
What do you think of EA in general, gamers? Does this move affect your love (or hatred) for the publisher?
This article may contain affiliate links, meaning we could earn a small commission if you click-through and make a purchase. Stevivor is an independent outlet and our journalism is in no way influenced by any advertiser or commercial initiative.
