Now this is something EA started with Mass Effect 2, and I thought it would be like an one-off experience, but they seem to be expanding on this idea.
http://www.gamepro.com/article/news/...e-multiplayer/
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EA has tested the waters of in-box downloadable content codes with its new releases, with its 'Project Ten Dollar' initiative offering the likes of unlockable nudity in The Saboteur and the Cerberus Network in Mass Effect 2 for free with new purchases and for $10 to customers without the DLC code. In what may be the biggest (and riskiest) application of that philosophy yet, EA Sports has announced that all new copies of its simulation sports games on the PS3 and Xbox 360 will come with the "Online Pass," an in-box code that grants full online gameplay and bonus content to customers who choose to redeem the code. Customers who own copies of the game with a redeemed Online Pass will have to pay $10 for a digital version. 7-day trial versions of the Online Pass will also be available for customers unsure about whether they want to access online content in their sports games.
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Personally I feel that handicapping the used game market sucks for gamers who can't afford full-price, but I also understand why a company would want to force people to buy a game new.
So what are your thoughts?