Mass Effect 2 featured it, Battlefield Bad Company 2 will feature it and now EA Sports look like the next group to take on board EA’s “Ten Dollar Project”.
If you are unfamiliar with what this is exactly, it’s basically a way for EA to cash-in on the pre-owned market. Games, when bought new, will come with a code to a specific network which will be the only place where gamers can access free DLC. People who purchase pre-owned titles will have to pay for this code. Priced DLC will still be available without the need for this system.
It seems that Madden will be the latest game to feature such a system with possibly FIFA 11 to follow. EA Sports president Peter Moore has been talking at the Morgan Stanley Technology conference and outlined plans to “move quicker through a digital world.”
Moore want’s to gain an extra $4 or $5 from people who buy Madden, which typically sells around the 6 million mark. He believes that digital content will keep a game in people’s favour for longer:
It keeps the disc in the drive longer, it stalls trading the game in, it allows me to be able to take further advantage of that consumer over a longer period of time…
I’m a bit worried about the way he says “it allows me to be able to take further advantage of that consumer” but it appears that EA are taking a very aggressive stance when it comes to the second hand market:
Sports games, because their seasonality runs out, are always something tempting to trade in. We’ve got to be able to build business models around allowing that consumer to trade it in and then monetize them…
Are you a fan of other EA Sports titles? By the sounds of it it won’t be long before this “Ten Dollar Project” hits other favourites with Moore stating they’re “certainly going to do a lot of that this year.”
What are you feelings on this? Are you happy to pay for a code which grants you access to free DLC?