EA’s “Project Ten Dollar” To Be Part of Battlefield: Bad Company 2’s Launch

EA’s “Project Ten Dollar,” which is the company’s attempt to dissuade used game purchases by including free access to DLC content for new game buyers, is being extended to Battlefield: Bad Company 2.

The most prominent example of “Project Ten Dollar,” which is a term coined by EA’s CEO John Riccitiello, is the Cerberus Network code included with new purchases of Mass Effect 2. While gamers who purchased the game new could access the Cerberus Network with a code and could gain access to free DLC, purchasers of used copies of Mass Effect 2 would have to pay $15 to get a new access code. The same idea will be applied to Battlefield: Bad Company 2 in an effort by EA to keep gamers from purchasing used copies of their games.

“Project Ten Dollar” was implemented because used game sales result in no profits and no income generation at all for the developers or purchasers. Even though their product is being sold several times, they are only paid when it’s purchased new. While used game sales aren’t illegal, EA is trying to add incentive for buying a new copy – which should help, especially when games are recently on the market.

EA’s hope is that gamer’s will be convinced that purchasing a new copy of Battlefield: Bad Company 2 for $60 at GameStop will be preferable to paying $55 for a used copy that doesn’t include DLC access.

There has been no word as of yet from EA regarding the price that used game purchasers will have to pay for DLC access codes.