EA begins elimination of Online Pass

Title EA begins elimination of Online Pass
Author Nick Diamon
Posted in Games
When May 30, 2013

Electronic Arts is making good on their promise to do away with the Online Pass system. EA has posted a new Online Pass FAQ that explains what's happening. For new EA titles, Online Pass will no longer be needed or included..

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Most likely the reason why is in the below article, unfortunately.

OMG that poster is a graphic design disaster... awkward posing... waterfall shell casings... ridiculous guns... Blargh.

Also lets them take less heat(though in most cases it shouldn't) when they close down servers(usually not actual game servers, just stats\matchmaking etc.) 6 months later.