EA has issued a discount code that allows Origin users in the UK to download Burnout Paradise for free.
Brits will need to install EA’s Origin program in order to claim Criterion’s critically acclaimed racing title.
The initiative, which is not available outside the UK, appears to be a trial run to gauge the benefits of offering free content.
Origin is a digital games platform for PC that its operator, EA, hopes will become a formidable competitor to Valve’s Steam.
Valve frequently experiments with free games and discount offers to stimulate activity on its games portal and lure in new customers.
Often, sales of Steam games will spike after their discount window closes – suggesting that otherwise dormant games can capture the market with a touch of skilled word-of-mouth marketing.
EA’s Burnout offer, which the company did not formally announce, has spread via discount aggregators such as Hot UK Deals.