Electronic Arts will be taking their one-time codes that they have been trying in other titles to the next level with the release of EA Sports titles starting this year. The EA Sports version of these codes that are bundled with their new sports title purchases is to be called “Online Pass” and again will be used as an effort by EA to curb the sales of used games.

The Online Pass one-time use code will be included with all new sport title purchases, but will also be available in the respective console stores for a cost of $10.  Online Pass will give the user the ability to download premium features and content, but the biggest change is that without the Online Pass code or the purchase of it, users will NOT be able to play or take advantage of the online gameplay or multiplayer online modes of the game.

EA is planning to offer ten-day free trials of the Online Pass content so that you will be able to see what you are missing without having your Online Pass code. The decision to go this direction apparently has received the support and blessing of retail partners as well as the system manufacturers. Sources indicate that retailers that sell used titles are apparently onboard because they will be able to send you Online Pass codes at the time of purchase, as well; and they will make a small amount of money on that transaction.

Many are going to insist that the decision by EA to go in this direction has been prompted by the large market in used game sales; but the company is suggesting that while some of this is certainly true, the ability to cultivate a direct relationship with the player and make sure that everyone has access to the same online services and premium content is driving the decision.

Of course, for those that do not use the online features of the game and buy used copies of the titles, the new strategy will not affect them.  However, we believe that those numbers, especially with sports games, are few and far between. The majority of sports games players do play online and want to download things like roster updates. In the end, we believe that most will just go ahead and purchase the new copies of these titles once the word gets out.

We believe that this decision moving forward will send shockwaves through the entire industry, however. Unless an all-out revolt takes place by consumers, we suspect that this strategy will become much of the norm in the future. However, with Xbox Live users, for example, already having to pay a subscription fee to access online services, many are going to feel that the move by EA amounts to double-dipping to charge for online gameplay access. No doubt, the end of this story has not been written, but it does seem that publishers are going to use this tactic to drive additional revenue from used game sales.