In a determined effort to combat the impact of used game sales, Electronic Arts extends its “Project Ten Dollar” campaign to its EA Sports label, beginning with Tiger Woods PGA Tour ’11.
When the golf sim rolls out this summer, not only will Tiger share the cover, but those who buy a new copy have access to what EA is calling the “Online Pass.”
The Pass is a one-time use code included in all new purchases of the game and will be available for $10 for those who secured a used copy. According to EA, the Pass will let gamers experience a wealth of online content including “online services, features and bonus content.”
Maybe this sounds dirty, underhanded and nasty, but business is business, even when it’s video games and Electronic Arts sees the used game market as a huge detriment to turning profit.
Don’t believe me? EA Sports executive Peter Moore issued a statement this afternoon, explaining the situation.
“This is an important inflection point in our business because it allows us to accelerate our commitment to enhance premium online services to the entire robust EA SPORTS online community,” Moore said.
No mention was made in the press release of future titles bearing the “Online Pass,” but it seems all but certain that EA is going hard against the GameStop machine and its used game profiteering business model.