Online Pass revenues at $10-15m

EA’s Online Pass hasn’t been as big of a revenue source as one might think.

Included in the publisher’s games as redeemable codes that give players access online functionality and/or content, the passes can be used only once, forcing players who buy a game as used to purchase it separately for around $10. With other publishers like THQ, Ubisoft and Sony mimicking the approach, you’d think there was big money to be made. Not so, apprently.

“The revenues we derive from that haven’t been dramatic,” CFO Eric Brown said at the Citi 2011 Tech Conference, as reported on by Gamasutra. “I’d say they’re in the $10-$15 million range since we initiated the program.”

Those $10-15 million are still seen as “found revenue” though, from players who previously “consumed bandwidth for free.”

EA kicked off the pass last year with Tiger Woods PGA Tour Golf. It’s now included in all of the publisher’s games in some for or another.

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