Since the very announcement of the online-pass system, online players saw it as a cheap way to nickel-and-dime customers. After a long time, EA decided to stop implementing the process.
Maybe it was winning “Worst Company in America” two-years in a row, maybe it was the constant complaints or maybe it was just exhaustion from fighting the angry voices on the internet but EA has changed its tune for the better. “Yes, we’re discontinuing Online Pass,” EA’s senior director of corporate communications John Reseburg told GamesBeat in an e-mail. “None of our new EA titles will include that feature.” The statement later read, “many players didn’t respond to the format,” and adding “We’ve listened to the feedback and decided to do away with it moving forward.”
In its first year the online-pass system generated up to $15 million for EA. Though all the technical reasons behind the change will probably remain secret, any positive change should be applauded.