Project Ten Dollar "improves experience"

By Tom Bramwell Published 3 June, 2010

EA UK boss denies it's about second-hand.

Electronic Arts' UK general manager Keith Ramsdale has claimed that 'Project Ten Dollar' is about enhancing the value of EA games, and not an attempt to upset second-hand sales and illegal downloads.

Under the internal EA policy reportedly introduced last autumn, games are distributed with a redeemable code that allows the buyer to unlock extra content equivalent to $10 in value.

As the content is bound to the redeemer's PC, PS3 or Xbox 360 account, it's useless to any future owner of the game. The idea is that anybody else who wishes to access that content can do so by paying $10 or similar through their platform's premium content channels.

While Mass Effect 2 and Dragon Age: Origins both opted for extra downloadable content to fill out the $10 value, the scheme came under fire recently when EA Sports revealed that a bundled code would now be needed to access multiplayer components in the likes of Tiger Woods PGA Tour 11.

But despite the widespread perception that Project Ten Dollar is designed to reduce the value of second-hand games - from which publishers make no money - Ramsdale denied this in a recent interview with MCV.

"It's all about the customer, about improving their experience," he claimed. "It's not a defensive measure against pre-owned or piracy."

Some, including Eurogamer columnist Rob Fahey, have argued that the sticking point with EA Sports' approach is that it shifts the company away from adding value to the core game - as its redeemable codes did for Mass Effect 2 and Dragon Age - and toward reducing second-hand value, as it does with EA Sports titles.

Ramsdale either wasn't asked to or chose not to elaborate, but in a year that's already seen EA pick up some of its highest scores ever - notably for Mass Effect 2, which even we gave 10/10 - it's clear that he recognises the value of the kind of multiplayer options to which EA Sports is restricting access.

Battlefield: Bad Company 2, for example. "The press reaction has been focused largely on how good the multiplayer is," Ramsdale acknowledged. "It's now recognised as genre defining, and the way the market's going, that's key."

The EA boss also talked about the gap that Battlefield - along with Medal of Honor - will have to bridge to its biggest competitor, Activision's Call of Duty series.

"Are we going to beat Modern Warfare sales this year with any single title? No. But do we have a long-term goal of taking more market share or possibly growing the market? Yes," he said.

Picture of Tom.

About Tom Bramwell

Tom is Operations director of Eurogamer Network and Editor-at-Large of Eurogamer.net. He joined the company in February 2000.

Read more articles from Tom by visiting the Tom Bramwell archive page.

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Comments (49) Latest comment 2 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • bad09 #1 2 years ago

    I've only experienced it on ME2 so far but I don't really see how downloading useless DLC is improving the experience TBH. For me improving the experience would be going back to selling me a complete game at a good price with no DRM and just leave DLC to rot the painful death it now needs.

    As for 2nd hand owners don't bother paying on the ME2 stuff it's just not worth it IMO.

  • MarcusJ #2 2 years ago

    "It's all about the customer, about improving their experience,"
    Perhaps he could come and improve my house by charging me to go upstairs?

  • EraSerX #3 2 years ago

    the best experience for the consumer is that the whole damn game is on the disc. And not a chunk on the interwebs for download

  • makariel #4 2 years ago

    Liar! Liar!

  • Fab4 #5 2 years ago

    Well, if you are going to get shafted, you might as well be shafted GOOD.

  • alan_stealth #6 2 years ago

    "Improves the customer experience?"

    Yeah like falling off a building improves your relationship with the ground.

  • ybfelix #7 2 years ago

    They even released charged DLC pieces of weapons and outfits for ME2.. Cerberus is kinda cheap for a galactic-level conspiracy group.

    One thing I don't like about DLC missions is that they disrupt game pacing: imagine if every RPG's structure is build up with DLC-like single missions to accommodate later addtions, then it would became too "modular" and difficult to tell a interwoven story like The Witcher did: I feel one common falling of modern WRPG is the rigid divide between main quests and side quests.
    Edited by 3 at 03/06/10 @ 08:53

  • davisorle #8 2 years ago

    Id more accept them saying its a move against piracy than knowing its purely for THEIR own benefit and living eperience due to the extra bucks they stuff in their big fat wallets. That's all I have to say about it.

  • Geordiemp #9 2 years ago

    Seems to be working though...

    You dont see many copies of Mass Effect 2 second hand filling the shelves of Game, and its a single player only game (which are the biggest second hand culprits).

    Two separate arguements, DLC is now taking chunks out of main games for all publishers. That I have an issue with.

    Project 10 $, no big deal, waited 3 months and got ME2 for £ 20 anyway. Maybe Project 10 $ makes people wait LONGER to buy the game ?

  • Tangled #10 2 years ago

    I hate this modern PR. It's not even funny anymore. No half-truths, no cynical twists, just flat-out, in-your-face lying. Same with Ubi and their new DRM. All a benefit to the gamer!

    EDIT: And it probably wouldn't even hurt them to be sincere about this. Judging by the comments in some topics here, more people support the tax on second-hand than are against it.
    Edited by 1 at 03/06/10 @ 09:09

  • Mono_X #11 2 years ago

    If you're going to try and screw the 2nd hand market, then go ahead and try.

    But please, don't insult the intelligence of your customers.

  • Doctor_What #12 2 years ago

    Come on PR guy, repeat after me: "We are fed up with not getting any money from second hand sales." There, was that so hard?

  • gintoki #13 2 years ago

    The free DLC on ME2 was crap. My copy has already been used by 2 of my friends and they weren't impressed when I showed them what they were "missing out on" by not buying it themselves.

  • 5h1nj1 #14 2 years ago

    We know it's because of secondhand sales, he knows it's because of secondhand sales, why not just admit it?

  • Aradiel #15 2 years ago

    So, to paraphrase:
    Company's PR agent claims restricting features and charging for them is about being good to the customer, rather than making money.

    My bullshit detector just overloaded.

  • Jay-ITFC #16 2 years ago

    The EA UK boss is a tool.

  • mc_mclovin #17 2 years ago

    Its not just EA though now, others are doing it too....UFC 2010 comes with a code, which unlocks the multiplayer...so if you buy it second hand, you have to stump up 400(i think) ms points.

    Now while the ME2 and Dragon Age code gave you rather crappy DLC, this is just gimping the game, and i totally disagree with this!!! Once i've brought a game, its should be mine to do with as i please, and if that means selling it on, so be it!

    Though to be honest, cant really see Game/gamestation/hmv etc suffering all that much....how many people will actually realise about the code...i'm pretty sure the majority of games like fifa, tiger woods, ufc etc are sold to ppl who dont read websites such as this, and therefore have no idea about the code.

  • nickthegun #18 2 years ago

    Project ten dorrar

  • mr_shoe_uk #19 2 years ago

    I can sympathise with the 'project ten dollar' concept, but such obvious bullshit isn't doing any favours.

  • nasanu #20 2 years ago

    Personally I want companies to start tackling the second hand market. I hate it. I am not sure what the situation is like in the UK, but here in aus the second hand market is out of control. Last week I was in EB, they were selling a second hand copy of God of War III for $10 off, $98. $98 for a second hand game! New it was $109.

    Most second hand games are only marginally cheaper than new. Actually in many cases new games are cheaper than second hand. When I recently bought valkyria chronicles it was $19 new. Or I could pay $39 for the used copy. It is a joke and needs to be killed.

  • neems #21 2 years ago

    I imagine it will also kill the rental market. Have EA and THQ et al discussed this with Blockbuster? I'd be pretty pissed off if I rented a game and couldn't access the multiplayer.

  • Nazo #22 2 years ago

    Obviously this guy didn't get the memo about the new consumer-friendly 'not evil' EA.

  • Whitster #23 2 years ago

    So will they also be producing a £10/$10 cheaper SKU of their titles without the code for those that dont care about multiplayer/the cut out content or have no Live/Internet connection?

    That would be making the system better for customers.

  • ignatiusjreilly #24 2 years ago

    At least with EA games, every Live subscriber will get seven days' trial of online play without having to pay anything. It's presumably the same with PS3 games. That should solve the rental problem.

  • geeza2020 #25 2 years ago

    careful now... Down with this sort of thing!!

  • ryohazuki1983 #26 2 years ago

    @neems

    I read on the EA site that users have a 7 day trial (this is for retail copies - it didn't mention rental but assume they will be the same unless a specific rental disc is produced without the unlock?). A bit shitty if you rent a game from blockbusters/lovefilm for longer than a week though.

  • knightmt #27 2 years ago

    Project Ten Dollar, sounds like something from Full metal jacket. I have seen the previous references.

    This sounds dishonest, if the games did not remain at the their intitial price for so long they would not suffer such competition for so long.

    If they have a problem with rental they should obtain a fair commision.

    I agree with the previous comments about a 7 or 10 day online trial.

    Games are a significant investment and I do try a lot by rental before a I buy them.

  • secombe #28 2 years ago

    I don't actually have a huge issue with the concept as I do think the second-hand market is in a ridiculous state in this country, and needs to be sorted somehow, however...

    "It's all about the customer, about improving their experience,"

    Can anyone come up with a single plausible suggestion as to what he could mean by this? i.e. if he was asked to elaborate, what possible answer could he have dreamed up?

  • ybfelix #29 2 years ago

    @nasaru: " Most second hand games are only marginally cheaper than new."

    supplies and demands: why do gamers over you there still buy used if it was so unfair? looks like the retailers aren't the only ones to blame.

  • Lukree #30 2 years ago

    Ahahhaha why they won't remain silent if they don't have anything reasonable to say!

  • brseg #31 2 years ago

    @neems - I read that these games will allow a short period of free access per account, which I think deals with the rental issue.

    I can see the issue companies have - shops like Game/gamestop have become glorified rental/2nd hand shops, selling used copies for a few pounds short of full retail price and pocketing all of it. However, if new games didnt cost so much then people wouldnt trade in?. I mean, 35 quid for a youngster (or oldster!) is a *hell* of a lot of money. Maybe people will risk less if they cant trade in as easily, it could all backfire. Are people buying the new Fifa partly because they can trade-in next time?

    As for me, I just wait a few months and get new games at a price more reasonable to me. sorry, I just have to do that.

    its going to be awkward for people with access to more than 1 console (2 locations perhaps, or kids each with a console). No more swapping games. well, they'll need to pay the $10 twice.

    Presumably this is all legal? At what point does the disc not actually represent the product you thought you were buying? Can integral functionality be taken out of a product like that? They might need very clear messages on the box.

  • Geordiemp #32 2 years ago

    Customers being able to trade in a game often measns SOME will buy a game when it first comes out on impulse, or early adopter, knowing they can get a reasonaable trade in when they finish it a week later.

    Project 10$ makes this less attractive, it would be interesting to see if ealy sales after release date are down when people cant do good trade-in.

    Persoanlly see GAME going same way as Virgin and Zavvi, cant compete against online and big supermarkets.

  • monkeywithnoeyes #33 2 years ago

    about enhancing the value of the game? can somebody please explain to me how placing a code to unlock multiplayer, or unlock game modes and claim them to be "free dlc" (BBC2) adds value to the game when i already own the contents and simply locked out of them.

    The online codes i can see as more akin to securiety keys we've had for PC gaming for years. A pain, and a complete disgrace to value it as an extra tenner, but understandable as it will nodoubt help with piracy more than trade ins.

    What was frankly insulting though was the way EA promoted their "project ten dollar" with Bad company 2. Locking us out of content that was on the disc, that we had already paid for, and then promoting it as "free dlc" support weeks later..when A. it wasnt free (you paid for it when you paid for the game), and B. it wasnt dlc (it required no download).
    Worse is that some kids actually applauded EA for their "free" support ...whilst EA tactically timed the unlocks to go up against the MW2 dlc. And now, the first dlc that does actually require a download for BBC2 is ofcourse carrying a charge with it...but they already got their press supporting their "free dlc" practice..rather than pulling them up on it

  • metalangel #34 2 years ago

    What, no self-righteous cunts here telling us EA "are not a charity" and that we should be happy to hand over as much money as they demand but also to remember that "nobody is forcing you"? For shame, people.

  • Shikasama #35 2 years ago

    Oh fuck you EA.

    If you want to do something like PTD that's your prerogative as a games publisher just like its my choice whether to buy it or not, but stop treating me like a fucking idiot aswell as a walking ATM.

  • Redeye #36 2 years ago

    PR BS at its finest.

    Two points that spring to mind, however: how will Project $10 affect those without a net connection to unlock said content? And is there the potential for a legal shitstorm on the basis of deliberately selling incomplete product?

  • afghan_jones #37 2 years ago

    EA, please just explain HOW this is a better experience for the consumer.

    Clearly we are all too thick to see what an AWESOME DEAL this is for customers.

  • ignatiusjreilly #38 2 years ago

    how will Project $10 affect those without a net connection to unlock said content?

    They won't get it.

    And is there the potential for a legal shitstorm on the basis of deliberately selling incomplete product?

    As long as it's marked clearly on the box (is it? I dunno), I can't see how they're doing anything illegal.

  • kangarootoo #39 2 years ago

    Oh come on. Now this sort of thing ticks me off.


    I have in previous threads gone some way to defend EA and their recent ten dollar strategy. As a gamer I'm not keen that the value of my games is lower when I come to trade them in, but I have always understood two things.

    1) the second hand market is a threat to the games industry. Specifically (in case anyone has forgotten the very good posts made by Plugmonkey on the subject) because retail outlets, the primary sales point for new games, are competing directly against those new sales for their own profit.

    2) of all the ways EA could try to stem said second hand market, whilst maintaining the experience for the new customer, I think project ten dollar is the best I've seen. I accept that some companies feel they have to act, and this is the best response I've seen of all that have gone so far.


    But then after all that, along comes this dude and says something that is so very clearly untrue. And not just untrue, but so very OBVIOUSLY so. As I mentioend above, project ten dollar is the approach that I think best maintains and protects the user experience, but it doesn't IMPROVE it.

    My enjoyment of Mass Effect 2 was not hindered AT ALL by the cerberus network code gubbins... but it wasn't improved by it either.


    A very silly thing to say. If you speak obvious nonsense at people, they will think one of two things. a) you are an idiot, or b) you think they are idiots. Neither is good.
    Edited by 1 at 03/06/10 @ 13:30

  • MisterFalseName #40 2 years ago

    I don't quite understand what damage there would be from just coming out and saying "we want money from second hand sales". Seems better than coming up with this insultingly stupid concept that it's about improving user experience which takes less than a sentence to pick apart...

  • gjgjg #41 2 years ago

    I know im not in the majority but i support any move that redirects profit away from second hand market towards the people who actually made the game.
    I would much rather see a staggered release OPTION for full release titles similar to P$10. Where you get the full game in 3 installments of dlc for 15 each. I would have experienced so many more games if i didnt have to wait/pay full price to only play a bit of game (with the option of a full disc version for all those off liners)

  • ChaK #42 2 years ago

    doctors were right, video games DO make people violent.

    I suddenly want to punch Uk PR right in the nose and make him smell his butt.

    I had no problem before, even with GTA. Doctors are smart.

  • RobTheBuilder #43 2 years ago

    Bull. Shit.

  • abot #44 2 years ago

    What a bunch of corporate rubbish.

    Amazing how the games industry hates the second hand market. You don't see car manufacturers complaining about the used car market. You don't see the movie studios complaining about used DVD/Blu-Rays. You don't see the music industry complaining about used Cds.

  • Aradiel #45 2 years ago

    "You don't see the movie studios complaining about used DVD/Blu-Rays. You don't see the music industry complaining about used Cds."

    I don't doubt that they would if they could - in those cases I think it's just that those markets are so well established that they cannot complain with looking like money grubbers.

  • Cronan #46 2 years ago

    To the EA UK boss and odious PR:

    Cool story, bro.

  • abot #47 2 years ago

    @Aradiel

    I think movie studios and the music industry complain mostly about piracy since that costs them more than the used market. Cars, movies and music have more of a mass market than games and thats why I think they don't complain about used sales. They accept the used market as a fact of life. Its just a natural organic process. I think the game industry needs to accept the used market cause its here to stay. They can try to make a dent in it but thats about it.

  • Macdory #48 2 years ago

    One word - Bollocks !!!

  • L0cky #49 2 years ago

    The other difference with second hand cars is that games are digital data and don't degrade over time.

    If you look after the box there's little to no difference between a new and used game; certainly not from the point of view of playing it. So unlike cars, new competing with used is practically a level playing field.

    Project Ten Dollar is about fabricating a difference between new and used that doesn't otherwise exist, so that new wins.

    Trying to pawn this off as some kind of improvement for the end user is stupendous and just adds more evidence of how little big corporations think of their customers.