Shortly before the reveal of Xbox One, Electronic Arts finally announced it was scrapping its dreadful Online Pass system, due to "listening to the public." While the Xbox One's DRM-fueled strategy renders the Online Pass obsolete, EA is adamant that's not what drove its decisions.
"We're not crafting a strategy to bring [Online Pass] back, you will not input codes to unlock your game, it's not going to happen," said EA Labels boss Frank Gibeau, before going on to say the system was "flat out dumb."
"The amount of money that we made, it didn't replace the amount of frustration we put on our customers and it didn't offset the reputation damage it caused the company. So we said 'it's not worth it,' and so the idea was, look, 'don't do stuff like that anymore.'"
According to the executive, EA has learned not to act like a caveman with a club when dealing with used games, attempting instead to play a more patient strategy.
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via destructoid http://www.destructoid.com/ea-says-online-passes-weren-t-worth-the-pr-damage-256243.phtml