Ubisoft 'Will Probably' Start Bundling Free DLC with New Games 'Sometime in the Future'

Assassin's Creed, Ghost Recon and Splinter Cell maker Ubisoft is "looking very carefully" at how rival publisher Electronic Arts offers free downloadable content to those that buy new then charges those that play a second-hand for that content and "will probably be following that line sometime in the future," CFO Alain Martinez has revealed.

"We have the system in place to actually generate more revenue on the second-hand market," added Ubisoft CEO Yves Guillemot, as transcribed by Kotaku. "We have been using keys starting last year on our products. Those keys were allowing some customers to have content if they were buying the product in specific stores."

Used in such Electronic Arts games as Mass Effect 2 and Battlefield: Bad Company 2 along with Microsoft titles like Alan Wake and Forza Motorsport 3, the strategy sees new copies of the game come with a one-use code for free downloadable add-ons.

Meanwhile, those that play a second-hand copy of the game--rented, borrowed, used--must pay an additional fee for that same content, a move that helps publishers recoup the lack of revenue from used sales. According to Electronic Arts, the system also helps fight piracy and makes gamers more aware of the add-on "ecosystem."

Electronic Arts recently announced an extension of the program, dubbed "Online Pass," that restricts the online multiplayer component of participating games to those that either buy them new, pay an additional $10, or make use of a free seven-day trial.