The Death of the Online Pass: EA's failed experiment
The concept of an Online Pass was unthinkable when I was a child. Heck, online gaming was probably a glint in a programmers eye, a dream yet to be achieved. Fast-forward the 15 or so years I've been gaming and the landscape has changed to the point where games are unrecognisable in some respects.
Online functionality is common in most games and for many is the most important component. Who wants to race against the AI in Need For Speed or Burnout? As with most games, multiplayer is just more fun.
Certain franchises rely on their online multiplayer for sales, COD, Battlefield, FIFA, Street Fighter, all of these massive brands would suffer huge hits in sales if people could no longer play online. Some games are now sold as online only, such as the SOCOM series on PS3, (whose online support is ending in January 2014) (1) which will leave many with a game that can't be played. (To be fair, that's probably a good thing, the SOCOM games are terrible.)
The people that paid for the game will hardly be happy and I'm sure there's a hardcore fanbase that still play the titles, but I suppose servers being shut down after a large period of time is something we have to deal with as gamers. It costs a lot to keep a game online and sometimes nobody even plays it.
I've been on a few "dead" online servers in the past. I was trophy-hunting in Red Faction: Armageddon and needed to do something online so I searched for a lobby, only to be informed that there was nobody online. Nobody. That was depressing.
The concept of an Online Pass is even more depressing. At worst it could be seen as a desperate money grab, yet another way to get into the wallet of the consumer. At best, it could be seen as a power struggle between developers and retailers, with the consumer bearing the brunt of the trouble.
Some companies such as Rockstar and Treyarch decided to ignore this route, offering free online play for all that purchased their games, while EA, (who recently received their second 'worst company in America award') (2) decided to attach an online pass to every game they released.
Personally, the Online Pass was just a step too far. I buy second-hand games regularly so I flat-out refused to buy any game that has one. Until EA went into damage limitation mode and stopped this ridiculous charade, I hadn't played great titles such as Battlefield 3 and FIFA 13 purely on principal.
Here is a link of all the games that EA have taken down in the past few years. At the rate in which EA disposes of online play for old titles, buying an online pass for one of their titles just wouldn't have been worth it.
It was obvious that EA was especially keen on making the online pass work for financial reasons, so I think it's a good thing that their ideas were shot down before it became more commonplace in the games market.
Well Andrew, you were wrong. You meant you thought it was fair to get paid multiple times for the services you provide. Well, not fair, but that you would get away with it.
He also said "with Online Pass everyone has access to the same premium online services and content regardless of how and where you buy the game".
Well, that's pretty much how it works without an online pass so thanks, but no thanks.
Three years on, the senior director of corporate communications John Reeseberg has said [the online pass] "is dead", with "no change to the decision to discontinue Online Pass" (4) despite the PS4 and Xbox One offering anti-second hand game restrictions on their consoles at the publishers discretion.
The official explanation is that EA listened to their customers and then came to the decision to stop the Online Pass. If EA are known for one thing, it certainly isn't their customer care so maybe the weight of the backlash threatened to affect future sales (and their wallets) so they decided to go into damage limitation mode, scrapping the plan for good.
This great article discusses the financial implications of EA's decision. Of EA's $495m Q1 takings, a massive $177m was made simply through add-on content for online games such as Star Wars:The Old Republic and FIFA 13's ultimate team, with the $37m made from direct game downloads a drop in the ocean in comparison. So, It would seem that the only reason EA is changing tack on the Online Pass issue is the pursuit of the mighty $ which shouldn't really surprise anyone.
With so much DLC available for most games, (as well as questionable partnerships with products such as Doritos for some well-known titles) I hope the market doesn't veer ever closer to a model in which endless, pointless DLC is churned out in the hope the gamer spends money on 'micro-transactions'.
I guess we can't have it both ways, but for now I'm happy that the Online Pass is no more.













