EA scraps Online Pass program

Publisher cites poor user feedback as a reason for cancelling scheme
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EA is to scrap its Online Pass initiative, it has announced.

The scheme, introduced in 2010, required users of a number of EA games such as Battlefield 3 and Madden NFL to enter a special code shipped with each title to access online content and post-launch content.

The program effectively locked out some game content for consumers who bought a pre-owned title, requiring them to pay around £5-to-£10 to purchased a new number.

But as reported by The Verge, EA has decided to discontinue the initiative, and it will no longer be included in future titles from the publisher.

The company’s senior director of corporate communications John Reseburg cited poor user feedback as one of the reasons it had decided to scrap Online Passes.

“Initially launched as an effort to package a full menu of online content and services, many players didn’t respond to the format,” said Reseburg.

“We’ve listened to the feedback and decided to do away with it moving forward.”