EA Sports boss Peter Moore says EA’s new Online Pass exists because the company doesn’t want people to trade in its games.
Speaking to Kotaku, Moore said keeping users in the game is EA’s main aim, despite criticism aimed at the new initiative.
“One thing I have to do, and it’s my job, and my development team’s job, and my marketing team’s job, is make you not want to trade the game in,” he said.
Moore added the main reason for getting people to use a code to play online with secondhand games is to allow added value and to keep server costs down.
“From our perspective, [it's] conditioning you to punch a code in, to get you going, get some digital content, and conditioning you to look at digital content as a value-add to the game experience itself,” he said.
“It’s not something I want to focus on, but it’s still a factor that the cost of a million people playing Madden 10 online is not inconsequential.”
The first game to use EA’s new Online Pass was Tiger Woods PGA Tour 11, which was released in the US earlier this month.