EA does not like when you buy used games, and it keeps coming up with ways to incent gamers to avoid the used game section at their local retailer. With Mass Effect 2, you were given access to new content at launch with a one-time use code included in the box. With Bad Company 2 it was a day-one map pack.
If you bought the game new, you got the goods. If you bought it used, you had to pay $10. With its sports games, however, EA is playing hardball: it will cost you an extra $10 if you want to play online with a secondhand game.
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