June 5th, 2010 
Cliff Riseborough 
Sega West president Mike Hayes is keeping an eye on EA’s Online Pass system to see how it does, according to MCV.
“It is a very clever idea and is something we are certainly taking a look at”
He joins Ubisoft’s CFO Alain Martinez in expressing some interest in seeing how EA’s online access DLC system works, and more importantly than that…how it’s received by customers. Take Two has expressed interest in something similar as a business model. THQ has already used a similar system on the recently released UFC Undisputed 2010.
Clearly, the overall development market seems to be swinging in favour of this type of system. If consumers agree to it by buying products that use these and similar systems, expect the momentum towards it to become much stronger.
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