Many years ago, EA launched "Project Ten Dollar," an initiative better known to gamers as the online pass. New copies of a game would include a one-time voucher that would offer access to game modes, typically online multiplayer. The program was to discourage used game sales--or, at the very least, make addition revenue off used games by selling passes to gamers.
Apparently, EA is doing away with the online pass, promising that "none of our new EA titles will include that feature."
EA's John Reseburg explained to VentureBeat that "players didn't respond to the format" and that the company "listened to the feedback and decided to do away with it moving forward."
While the move away from online passes is welcome news for gamers that buy and rent used games, EA does promise that it will monetize their content in new ways going forward, likely through microtransactions and other DLC. "We're still committed to creating content and services that enhance the game experience well beyond the day you first start playing," Reseburg added.