EA’s Project Ten Dollar looks to diminish used game sales with DLC

The used games market, a market that according to analysts accounts for $2 billion in sales, is also the same market many publishers are working to eliminate. While some are less subtle about their efforts, Electronic Arts is making their plans clear: Buy a new copy and get some free DLC. Utilized with titles such as Dragon Age: Origins and the more recent Mass Effect 2 with the Cerberus Network, EA’s new initiative, dubbed “Project Ten Dollar,” is looking to bring in more revenue for EA by encouraging the purchase of new copies with additional content not found in used games. It’s the money making strategy that was reworked last fall between EA CEO John Riccitiello and his team of officers for the publisher in an era where, according to BusinessWeek, it has lost money for 11 straight quarters.

“In fiscal 2011 [from April 31, 2010 to March 31, 2011], every one of EA’s releases will have an online component, both downloadable content and online play,” said EA COO John Schappert in their most recent quarterly earnings report. When asked by Joystiq to clarify what platforms this would extend to, Schappert responded saying, “My statement wasn’t in reference to any specific platform as most of our titles are multiplatform and have different features per platform. Though you can expect our PC, PS3 and Xbox 360 titles to have very robust online features. Of course, depending on the title, this may extend to other platforms as well.” Though Riccitiello admits that some road bumps have been hit, all of that is behind the publisher as he is confident that EA is capable of moving forward with boxed and digital games.