EA Sports boss Peter Moore has gone on record to say that the publisher's new 'Online Pass' is there because they don't want people trading their games:
“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."
“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."
“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.”
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