The floodgates have well and truly opened – THQ has become the latest publisher to offer free DLC as an incentive for buying its games brand new.
The publisher has confirmed that new copies of upcoming fighter UFC Undisputed 2010 will, much like EA's FIFA 2011, only be playable online once a code included in the box has been redeemed by the buyer, a rep confirmed to Destructoid.
Anyone buying a pre-owned copy of the game will face paying out an additional $5 to access the online features.
All eyes must fall to the likes of Activision, Konami and Nintendo. If every publisher chooses to adopt the model it could have a serious effect on the viability of the pre-owned market – one of the key pillars of games retail.