Here is a gaming fad that quickly gained prominence and died just as swiftly. EA was one of the biggest supporters of Online Passes during the inception of the idea, but now it is also one of the first companies to back off from the scheme.
EA senior director of corporate communications John Reseburg confirmed with GamesBeat that "None of [their] new EA titles will include that feature."
"Initially launched as an effort to package a full menu of online content and services, many players didn't respond to the forma. We've listened to the feedback and decided to do away with it moving forward."
Online passes are special one time codes which come bundled with new copies of video games, and they allow for free exclusive content which gamers who buy used games will also have to pay for. The practice has garnered a lot of criticism, and perhaps the negative press was not worth the limited revenue the company was bringing in from these things.
Other large publishers like Activision and Ubisoft also use online passes, but have not outright canceled them like EA has yet.
Of course, EA will not stop creating DLC that will be purchasable through online marketplaces. Reseburg reminded us all that "We're still committed to creating content and services that enhance the game experience well beyond the day you first start playing."