Five Questions with Andrew Wilson, Senior Vice President of World Wide Development, EA SPO…
mbirkby
2010-05-11
What exactly is Online Pass and when does it launch?
Online Pass launches in all EA SPORTS simulation games on the PS3 and Xbox 360 beginning with Tiger Woods PGA TOUR 11. It’s quite simple – every game will come with a game-specific, one-time use registration code with each unit sold new at retail. With your Online Pass, you’ll have access to multiplayer online play, group features like online dynasty and leagues, user created content, On Demand news feeds, and bonus downloadable content for your game including, for example, a new driver in Tiger. If the original access code has been redeemed and fans wish to get access to the online content (for example, if you pick up a used copy), you can access a free 7-day trial or additional Online Passes will be available for $10**.
What do you mean by “bonus content”? What type of content will that be?
In addition to Online Team Play, Live Tournaments and other modes and features, we expect every product will include additional content as part of its Online Pass. Access to bonus content is included in the purchase of an Online Pass for a particular product. For example, in Tiger Woods PGA TOUR 11, an advanced driver used on the PGA TOUR for play in-game will be included with the Online Pass. In the Online Pass for Madden, 50 Bonus Scouting Reports for use in head-to-head online games will be included. Our goal is to provide value to consumers, and this is one piece of that philosophy.
The concept of a code isn’t new, and in fact it’s something we’ve used in recent years with Live Season in FIFA and with Dynamic DNA in NBA LIVE. The Online Pass though accelerates what we’ve done in the past and is unique in that all users will have access to the premium online services and content we provide. Customers who purchase the games new for the full retail price get access to online services and features, as well as bonus game content; other customers will have access to all the online services and content for $10**. GameStop has also offered their support. Gamers will be able to purchase access to the Online Pass and additional DLC from EA at their stores and through their website.
First, it’s important to be clear that all users have access to premium content. I’ve been here now for more than a decade, and the investments we’re making in developing for digital are profound, compared to even a few years ago. And it makes sense. When we see how many people are playing all of our games online, consumers are telling us that competition is endemic to sports in a way that most people don’t get just by playing a game alone on their couch. As a result, we’ve made a significant investment to offer the most immersive online experience available. We want to reserve EA SPORTS online services for people who pay EA to access them.
We actually view the second sale market as an opportunity to develop a direct relationship with our consumers, and with Online Pass everyone has access to the same premium online services and content regardless of how and where you buy the game. In order to continue to enhance the online experiences that are attracting nearly five million connected game sessions a day, again, we think it’s fair to get paid for the services we provide and to reserve these online services for people who pay EA to access them. In return, we’ll continue to invest in creating great games and offer industry-leading online services to extend the game experience to everyone. I don’t think even the harshest cynic can argue with that and instead I think fans will see the value we’re committing to deliver when they see all the services, features and bonus content that is extending the life of their products.
** Price for European markets to be confirmed
