"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.