Moore: Gamers “Recognise” Why EA Has to Use Online Pass
EA had previously announced fairly aggressive measures to nudge people away from buying generally cheaper used games. EA’s Online Pass uses a one-time code with every new copy, giving the player access to online multiplayer. Without the code, the player must spend a further sum to play the game online. Currently this has only been announced in EA’s Tiger Woods game, but more are expected to be included.
“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,” said Moore. “From our perspective, [it's] conditioning you to punch a code in, to get you going, get some digital content, and conditioning you to look at digital content as a value-add to the game experience itself.”
Other companies have expressed interest in the method to prevent pre-owned sales, which are seen as a major cause of dropping revenue in videogame sales.
The question is whether gamers actually do understand why companies are locking up their content, which usually is on-disc and thus you’re only paying $10 for an unlock code. Moore seems confident that gamers will simply roll over and enjoying paying more for content they’ve traditionally had included on the disc. Gamers may understand why companies all of a sudden hate pre-owned, but that doesn’t mean they’ll like it.