Electronic Arts Shelving Online Passes aka "Project Ten Dollar"

Posted Thu May 16, 2013 at 09:00 AM PDT by
Electronic Arts

"Many players didn't respond to the format."

In a surprising turnabout, EA has announced via Venture Beat the end to online passes. The program that began with 'Dragon Age: Origins' and extended across EA's line of online and single player titles, saw new games bundled with one-time codes that tied some content, including multiplayer access, to players' Origin accounts. The idea was for EA to capture a part of second-game sales by selling the coded content directly online.

Venture Beat is reporting that an email from EA's senior director of corporate communications John Roseburg states, "Yes, we're discontinuing Online Pass. None of our new EA titles will include that feature."

While some other publishers have and likely will continue to ape the practice, none have used it to the extent that EA has. The program originally was pushed as "Project ten dollar," and described by EA as a way to offer more content, rather than require day one downloads for either awkward or integral features.

"Initially launched as an effort to package a full menu of online content and services, many players didn’t respond to the format. We’ve listened to the feedback and decided to do away with it moving forward."

The elimination of online passes by EA marks the latest move in series of interesting moves by EA that include searching for a new CEO, landing the massive 'Star Wars' license, laying off over 1,000 employees, marginalizing Wii U support, and even announcing a new 'The Sims' title that won't need to be always online.

"We’re still committed to creating content and services that enhance the game experience well beyond the day you first start playing."

Source: Venture Beat

Author: Brian Hoss

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