Starting with Tiger Woods PGA Tour 11 all EA Sports titles will require registration to receive DLC.

MAY 10, 2010 • Starting with Tiger Woods PGA Tour 11, Electronic Arts is launching a permanent one-time registration program to consumers who buy its games at retail. Registration will open up exclusive DLC and multiplayer tournament options. Those who buy the title used will have to pay $10 for the same access. All upcoming EA Sports titles are slated to receive the registration scheme. Previous titles such as Battlefield: Bad Company 2, Dragon Age: Origins and Mass Effect 2 have used the system. EA says 70% of  consumers who bought those games registered them.

Impact: The industry has spoiled many users by allowing for unlimited free online game play.  The fact that a consumer can buy a game and receive free unlimited online game play and customer support should not be set in stone.  Many products have shown that consumers are willing to pay extra for online access.  Electronic Arts’ program is really just a baby step towards telling consumers not to take free multiplayer online for granted.  The idea that a consumer that didn’t buy a product directly from the manufacturer must pay $10 to get online support seems modest and fair.  Nevertheless, we can see many users crying foul.  That is what happens when you let consumers take a valuable cost-added extra feature like unlimited free online multiplayer for granted.