So what is this Online Pass? Well, if you purchase the game as new from a retailer upon its release then the manual will contain a unique code. This code is game specific and most importantly can only be used once. After entering the code you will have access to ‘multiplayer online play, group features like online dynasty and leagues, user created content, and bonus downloadable content for your game including, for example, a new driver in Tiger.’ In other words, pretty much the whole online experience.
Players faced with the dilemma of whether to fork out an additional sum to unlock the online features will have the option of a free 7-day trial if their code has been used previously. Those wishing to actually purchase a pass via the Xbox Live Marketplace or PSN Store will have to pay $10, which is most likely to translate into £10 for UK based players. The code is specific to each console so it will allow online access to multiple users logged onto the machine where the code was first activated. For the American market, retailer Gamestop is supporting the initiative and will offer codes via its site and stores.
Peter Moore, President of EA Sports explained the reasoning for this feature as ‘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.’ Consumers will already point towards the high pricing of EA’s sports range including Madden, NHL and FIFA. This price point arguably includes the cost of such online functions that have become a major selling point in today’s broadband enabled market. The move from EA is a two-pronged attack on the second hand market. Firstly it encourages consumers to purchase as new, thereby ensuring the publisher receives its share of the sale. Secondly it taps into the growing grey market, which ideally it would wish to ban or impose more control over.
EA’s FAQ’s, which is here, lists all the in’s and out’s of the feature also including their response to the suggestion of targeting second hand games. ‘We actually view the second sale market as an opportunity to develop a direct relationship with our consumers, and with Online Pass everyone has access to the same premium online services and content regardless of how and where you buy the game. In order to continue to enhance the online experiences that are attracting nearly five million connected game sessions a day, again, we think it’s fair to get paid for the services we provide and to reserve these online services for people who pay EA to access them. In return, we’ll continue to invest in creating great games and offer industry-leading online services to extend the game experience to everyone. I don’t think even the harshest cynic can argue with that and instead I think fans will see the value we’re committing to deliver when they see all the services, features and bonus content that is extending the life of their products.’
An important aspect will be communication. While we’re all used to making online purchases for additional packs such as Halo maps, Guitar Hero tracks etc, we’ve always enjoyed complete freedom online after snapping up a traded in game. Many players remain content to play offline however EA’s sporting range has consistently moved towards an online experience incorporating news updates and features whilst playing offline modes.
So far the Online Pass is only confirmed for EA Sports ‘simulation games’ but we’d expect it to be rolled out across EA’s range of titles if successful. Other publishers will be watching the reaction to this development with keen interest. If successful then it’s almost guaranteed that an Online Pass will become a staple feature for any game that warrants online play.
