The online pass programs were added, essentially, to make money off the used games markets. Requiring a one-time use pass to access a wealth of online play- you would need to purchase it if you were a second hand gamer in order to access many of the online features. So you would either need to buy new games, or buy a pass to play online.
"We're 100% committed to creating on-going content and services so the consumers get more value out of the game – you know games like Battlefield and FIFA where there's all sorts of new things that get added all the time – but the whole idea of packaging it up with an online pass, clearly it was not popular, so we listened to people and we stopped doing it."
-Jeff Brown (EA's VP, Corp. Communications)
Now thatEA has done this, we'll have to see if other major companies follow. and await the massive increase in MicroTransactions market, which I actually don't mind.
Sources
[VentureBeat-GamesBeat Beta]
[Game Informer]
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