EA continues to exploit, charging $50 for Need for Speed unlockables
by James Ransom-Wiley 
{ Nov 2nd 2006 at 12:45PM }
EA is determined to be the bully of Xbox Live Marketplace. Once again, the world's biggest games publisher is offering pay-don't-play content, inviting gamers to buy Need for Speed Carbon's unlockables.EA and Microsoft will argue that this is simply a matter of choice: choose to buy content; or choose to unlock content by playing. But this new set of choices defies our learned experience.
Gamers want instant access to unlockables for all sorts of reasons (some are too busy to "earn" unlockables; some to lazy; others are inferior; and still others just have more fun when it's easy). There used to be a simple solution: cheat codes. But EA wants us to forget codes ever existed; wants to punish our wallets for not approaching its games with the Protestant ethic. All told, you'll burn an additional $49.25 if you want accelerated access to Carbon's goodies. Hey, you don't get to the top of the industry by offering handouts.
See also:
EA's premium ripoff: football tutorial videos on XBLM
EA charging gamers to access unlockable content
EA charging twice for downloadable content
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Reader Comments (Page 1 of 2)
JodyAnthony @ Nov 2nd 2006 12:50PM
it is really really REALLY stupid of them and anyone that buys this stuff, but there really is a choice, you can just unlock the stuff by playing the game. im just surprised theres no 360 gameshark or something
jron @ Nov 2nd 2006 12:53PM
fuck ea
Foe @ Nov 2nd 2006 12:54PM
I guess I'm one of the few that doesn't think this is THAT big of a deal. I suppose it does set a bad standard, but what they are actually doing isn't necessarily evil. You want to cheat and have access to stuff that most normal people won't, at least for a little while? Pay a little extra. You don't? Don't. When they make us pay for games that are shipped broken and require a 500 point fix, that's when I'll jump on this bandwagon.
MagusDF @ Nov 2nd 2006 12:54PM
There is enough stupid people to pay for this...
Expect it to become more common in the near future & expect companies like EA to keep pushing the averege consumer much closer to the edge.
killr0y @ Nov 2nd 2006 1:05PM
Ok, a couple of things here. First off, personally I will never pay a penny to unlock cheat codes. Second of all, this is pure genius. If some fool wants to cheat in a game, then its fine by me if EA wants to charge them for it. Doesn't anyone remember the Nintendo 1-900 hint line??? In fact, most games still have pay-per-minute hint lines. To those who think EA is milking people: O'RLY? The only people getting milked are the ones that bought Lumines Live with the assumption that they were buying the complete game. Now THAT, I abso-goddamn-lutely disagree with!
Oobgarm @ Nov 2nd 2006 12:55PM
It's a bunch of garbage. Anyone buying these due to 'laziness' or whatever needs to be dragged out into the street and shot.
Not buying them will show EA how awful this new business model is. Hopefully, this is just due to the infancy of microtransactions, and it will die off over time.
Hopefully.
razer @ Nov 2nd 2006 12:55PM
Games used to be about competition and skill, now it's the person with the most money wins the race. I used to like racing friends to complete a game or reach certain "goals", thats all gone now because they can just go out and buy their way to completion. I really don't like where this is going.
J korn @ Nov 2nd 2006 12:55PM
This is really getting way out of control. I am VERY angered by EA's marketing decesions to try and milk every penny out of console gamers. All they are going to accomplish is watering down games and opening the eyes of other companies who will surely follow the same path. I cannot believe that a company has the audacity to go through with making a $60 game and then charging an additional $50 to unlock content that's already in the game. This is utterly ridiculous, and I really hope Microsoft begins to prevent this kind of thing from happening.
LaughingTarget @ Nov 2nd 2006 12:56PM
People are already buying gamer scores on Ebay, so why shouldn't EA and others trump them and make the money themselves? Let EA sell gamer score unlocks, secrets, and all the other goodies many of us enjoy looking for. Some folks find more fun by pretending to be important via what they do in video games.
jc @ Nov 2nd 2006 12:56PM
IMO, EA is a lot like Sony... I want to like them because they make games, and I like playing games. But every time I decide to give them a second (third, eighth, one hundred and ninth) chance, they turn around and pull some underhanded crap like this.
TW07 was the first EA game I bought in 4 years, and I think it may be another 4 years before EA gets another cent from me...
Mal F4cti0n @ Nov 2nd 2006 1:09PM
I have been yelling at people not to buy Madden because of their damn exlcusive deal and short channging us every year.
As long as stupid people keep on paying for it EA will keep on charging for it.
STOP THE MADNESS, BOYCOTT EA!!!
Adam @ Nov 2nd 2006 12:59PM
Who cares? We are forced to buy the content, and it can be unlocked by actually PLAYING the game, so it's up to the gamer what they want to do.
These continous stories about some whiner bitching about microtransactions are tiring. This is way it works now!!
Huey2k2 @ Nov 2nd 2006 12:59PM
Who cares? If you want them for free unlock them. Deal with it.
Mat Schwartz @ Nov 2nd 2006 1:06PM
Come on boys we are bigger than this.
A large amount of games have content which is unlockable only, and no codes are avaliable which enable these extra features. EA is def overcharging on what those unlockables should be worth, but the gamer still has a choice. You play the game, you make progress, you get extras. I don't think this is a new concept.
If you don't directly support it with your money, it won't affect you :)
Jurnco @ Nov 2nd 2006 1:19PM
I'd like to think that I don't support cheating, but some games are just too stinking hard, or frustrating to beat, such as Cel damage. I'd never play Cel Damage if it wasn't for the cheat that unlocks everything. Some things are just better with cheats, and charging 50 bucks just to enjoy a game that you already spent 50 bucks on is just not cool. I've never like EA, now I hate them.
IanC @ Nov 2nd 2006 1:02PM
Me, its not that big a deal.
One of the downloads is a good one anyway, it unlocks the stupid "Collectors Edition" content while costing less than how much more the CE costs.
reguy @ Nov 2nd 2006 1:04PM
first i want to say ea sucks
second they arent forcing you to buy this stuff. yes i feel bad for the gamers that squeezed more game by using cheat codes but its not like this stuff cant be unlocked by playing.
man i wish the ps3 network was out so you guys could see its not xbox lives fault but ea
and jodyanthony makes a good point, game genies and gamesharks arent free last time i checked.
lets look at this from the other side.
a kid rents an ea game uses a bunch of cheats and is finished in a week. if this happens a few more times ea makes no money on sales
but if this first kid wants to blast thru the game he now has to pay a bit and ea makes money when they normally wouldn't have.
2 sides to everything y'all
number40one @ Nov 2nd 2006 1:04PM
I used to be addicted to my NES Game Genie, so I can understand the allure of cheats (these days, I only use cheat codes on Tony Hawk games for the funky mods & unlockables... oh, and Animal Crossing).
This coupled with GT:HD really sucks. So yeah, in this case, there is a choice. I don't think EA'll see much "backlash" because of that fact... not nearly as much consumer ill-will as Sony would/will face if they make purchasing individual cars manditory in the next Gran Turismo.
I wonder, though, will the Nintendo version support this tom foolery? It's been stated by the company that there will be no 3rd party online capable games for the Wii until 2007. With release just 17 days away (OMFG!!!!!), it looks like the answer to that would be "no."
SickNic @ Nov 2nd 2006 1:05PM
I wonder how long it will take for them to start charging for "unlockable" achievments....
Delive @ Nov 2nd 2006 1:07PM
I say we officially Boycot EA. They have gotten so big and high on themselves that they think they are above the law. Only way to get them back to earth is by making them look at that warehouse full of games that no one will buy. But, on the other hand, the 306's limits on disk space may prevent EA from putting all the High def stuff on the disk, forcing you to put it on the HDD........ nah, this is EA after all. Boycot.
Erec @ Nov 2nd 2006 1:06PM
What's the big deal about this? The unlockables are still available the old fashioned way if you don't want to pay for him.
Plus, it's not like you have to buy everything all together. Maybe someone really wants that 2006 Viper in the game, and is willing to spend the dollar to unlock it.
I mean, really, what's the big deal? The same content is in the game, the same to unlock the content is in the game, all they did was make it so you could spend a few bucks to unlock specific bits of that content should you choose. There's a lot not to like about microtransactions, but bitching about this is just over the top.
James @ Nov 2nd 2006 1:07PM
If you want to cheat or a short cut to get through the game, why should it be free?
Rob @ Nov 2nd 2006 1:15PM
I don't understand. What's wrong with their decision? I think it's a great idea. As long as they don't rope off certain parts of games exclusively for players willing to pay, then I think it's fine. If a person wants instant gratification, or is lazy or busy like you said, and they have the money to burn, then why not give them the option? Great way to earn extra revenue, and everyone else can just go about playing their games the way they always have.
KingOfGods @ Nov 2nd 2006 1:14PM
The content is in the game...If you don't want it don't buy it and unlock it yourself for free.
These transactions are for anyone who can't or doesn't have the time to unlock all the content but rather pay a few bucks to get it right away.
I rather unlock it the old fashion way, It's the reason I play games...for fun, for that feeling of accomplishment.
Major Nelson said it on G4...It's about choice.
crono141 @ Nov 2nd 2006 1:13PM
Thank God for the internet. We used that 1-900 help line only once, to find out all the moves in MK1 for SNES.
Hooray for the Interwebs!
digitalFrequency @ Nov 2nd 2006 1:16PM
I don't really mind EA's way of doing things in this situation. As long as all the content being sold is unlockable, then it's fine with me. I'd just unlock them all myself since it'd help in prolonging the lasting value of the game. This seems to be completely different from "cheats" though. When I think of cheats, I think of unlimited health, power, et cetera as opposed to a new decal. In games like GTA, those kinds of cheats increase the longetivity of the game as well.
A way for EA to completely abuse this procedure though is to make things much much more harder to unlock. I wouldn't be surprised if that happened.
Inferno @ Nov 2nd 2006 1:15PM
This is actually a good way of approaching microtransations. I for one don't use cheat codes, nor do I want to purchase them. But that is totally an option. You can buy the extra content or unlock it. The only thing I think will suck is if they make it unrealistically tough to unlock. People who think this is a bad idea are not thinking about it. If they charged for unlockables and didn't allow you to unlock them your self, then yea, shame on them. But if you don't want to buy them... DON'T. Play the game like you normally would. Like it was designed to be played.
Here is my challenge. If this is an unacceptable microtransaction scenerio, what ways do you see as fair for microtransactions?
KineticOnline @ Nov 2nd 2006 1:31PM
EA = Electronic Assholes
EA, Its in the game (but we'll charge you for it again anyway)
screw ea @ Nov 2nd 2006 1:17PM
Everyone, please please please don't buy this crap, if its a success, it will be around for a long time, and we will be paying $60 for half finished games. This is going to give xbl a really bad name.
wilbz @ Nov 2nd 2006 1:19PM
This is merely the mess thats currently happening in most MMORPGs being extended to standard console games. EA is merely capitalizing on people who are willing to pay for convenience, just like WoW gold sellers. The only difference is, they're cutting out the middle man. At least in this case (AFAIK) it is not providing the purchaser with an unfair advantage in on-line play over someone who has made no such purchases. It's much more of a problem when people with money can buy their way past people with skill (especially if it starts to take place in arcade style games). Can you imagine needing to insert an extra quarter to play as anyone but Johnny Cage in MK?
bobartig @ Nov 2nd 2006 1:20PM
Um #6.. microsoft 'prevent' this sort of thing? This is a realization of many years of careful planning on microsoft's part. They spent tons of time and resources to bring this about. This is exactly the kind of thing they architected XBL to make possible.
ryro @ Nov 2nd 2006 1:30PM
Hey whiners, speak with your wallets. EA makes rehash after rehash, and they're still effin BILLIONAIRES. Something tells me that if it were my game, and I stood to gain from it, I'd add in these microtransactions and buy a Ferrari, just for the sole purpose of lighting it on fire with a wad of thousand dollar bills. Anyone who says they wouldn't consider it if they were in the same position is either naive or lying.
Lone Starr @ Nov 2nd 2006 2:23PM
Exploitation? Ha! Heaven forbid you have to pay for something.
RocketPunch @ Nov 2nd 2006 1:22PM
I am a EA stock holder. So from my pov, I am a winner and you are all suckers. When you have 2 giants like EA+MS which had little intention to give you a good product, but instead tyring to think of ways to nickle and dime you as long as they can, the only way you can win is don't buy their prodict but buy their stock.
Breachless @ Nov 2nd 2006 1:23PM
I guess it doesn't bother me, BUT, and this is a very big BUT, they best not go and make unlocking them the old-fashioned way unreasonably difficult to coerce people into just paying for it instead...
On the whole, you really can't bitch about microtransactions when it comes to something like this (Lumines Live on the other hand is definitely something to complain about...), but you do have to worry about what these companies will do should they find it to be a lucrative way to make more money. What's to stop them from making some of these unlockables ridiculously hard to unlock to trick people into buying it instead? THAT is what I get concerned about, and I wouldn't put it past EA to do such a thing...
heavyness @ Nov 2nd 2006 1:25PM
i've never used a strategy guide in my life and never use cheat codes at games. i pay $50-$60 for a game, i want it to last. so, this doesn't bothers at all.
it is a choice, simple as that. they are not holding content back from you.
lets see how this works out. many of us here are saying we would never buy this stuff, but i guarantee there is enough people out there to fund this... i hope i'm wrong.
OTAM @ Nov 2nd 2006 1:26PM
Disgusting.
Zo K. @ Nov 2nd 2006 1:27PM
For shame if you didn't see this coming. Especially from EA. Instead of enhancing the experience we already had, it's been sliced up and sold in pieces, instead.
Panadero @ Nov 2nd 2006 1:31PM
The issue isn't that they're giving you a choice of getting the unlockables by either playing or paying. The issue is that it takes NO extra work for EA to do this. It's pure profit for them because it's not like they spent time developing a new quest or level, they're merely blocking off existing content and removing the incentive to actually work to get it. I despise the idea of microtransactions, but the only way I'll remotely accept them is when the developer is able to offer additions to the game after the fact rather than pulling this kind of bullshit.
NorCal05 @ Nov 2nd 2006 1:34PM
consider it a stupidity tax
Jason @ Nov 2nd 2006 1:48PM
ya know the cheat codes don't have to be mutually exclusive to the paid unlockables. In fact, it could be a marketing tool - we'll let you try the unlockable with a cheat code, then we'll make you pay for it if you want to use the unlockable again. Or you can just play the game for 10-20 hours and get all that stuff.
If I had the money, I would totally pay it, but I do agree it's an insult to our wallets.
Jake @ Nov 2nd 2006 1:58PM
I think unlockables are complete crap. When I pay for a game, I think that I should own everything in there to do with what I please. I hate getting a game like Tiger Woods golf and I can play the fantasy courses out of the box. I get Woods golf to play with my friends while drinking and smoking and it is a lot of fun. Why can't we play the levels we want?
Asking people to pay for something they already paid for is terrible. I will officially not buy that game out of principle. They shouldn't even offer that. If they don't want cheats, fine. But don't sell the cheats.
Could you imagine this practice in other industry's. I'll sell you a new car. Certain features will unlock after so many miles, oil changes, tune-ups, etc. You can have auto-start at 10,000 miles. Power windows at 5,000 miles. Heated seats after 25 oil changes, etc. Or, you can pay me double for the car and have all the features right off the bat.
What a bunch of BS. Are they trying to ruin video games?
The only positive I can see out of this is that stupid people will subsidize the budgets of games so that they can have bigger budgets so I can buy a game used 6 months later and have a good experience.
I'm sorry, this kind of stuff just makes me so mad.
Honestly, pretty soon they are going to release a game that you have to pay extra again and again just to get anything out of it.
I am making a call right now. GoW will offer download packs for extra maps and what not after a couple of months for $20+ total. If you don't have it all, you will barely be able to play online. They'll find a way to do it. They get you hooked on a game, then make you pay later to keep playing it online. Watch.
Brock Samson @ Nov 2nd 2006 1:45PM
Here's the potential problem as I see it. You go to play online with your car that you have been working your tail off to unlock and get it all suped up, and someone with way too much extra money lying around, buys all the extra components and noone can beat him. This would make the game unbalanced and not a lot of fun. Kinda like Magic back in the day. Whoever has the most money wins.
polly @ Nov 2nd 2006 1:48PM
I really don't have a problem with this. It's dumb and it's a waste of money, but hey, there's a lot of dumb people with too much money in the world. The only thing that will piss me off, is when the EA's of the world start making the unlockable content so difficult to unlock through normal play, that the only realistic way to get to it, is to pony up.
And if you think Sony's any different and would never allow this to happen to their loyal subjects, I cannot wait to see your face a few months down the road.
ninja @ Nov 2nd 2006 2:56PM
Thank you EA for bringing all PC, Nintendo, Microsoft and Sony fan-boys together.
We all agree that we hate you and your stupid pricing schemes. Bug off.
Inferno @ Nov 2nd 2006 1:58PM
Oh, and keep in mind, it isn't $50 flat. If there is one car you want, you can buy that, but to purchase every single unlockable is $50. I don't see a thing wrong with this, it is just like buying strategy guides, code books or whatever. Except EA gets paid for it, not PrimaGames.
Edge of Blade @ Nov 2nd 2006 10:28PM
Godammit! What is EA submitting you to? Options? Give EA a rest. Get back to bashing someone who deserves it. I'm just not sick of hearing how Sony screwed up yet...
Ciaran Gallagher @ Nov 2nd 2006 6:28PM
$50.... I would not have minded if it was a few dollars and exemption from earning achievements by buying this.
If you pay £50 for the game, you should get everything on the disc, otherwise there should be a warning on the box.
I would not dare pay £30-£40 just to unlock the game with no effort.
RYRO, I for one would not authorise something is stupid as this. The price makes it almost immoral, plus it would ruin the companies reputation and effect the game's success.
I do like micro-transactions, I do like new extra content, I don't mind paying a few quid for them but this is just bonkers. I will laugh in the faces of the very few that actually buy this.
droptop GP @ Nov 2nd 2006 2:01PM
cool, i was going to rent this game, this should help finish it faster.
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Lee @ Nov 6th 2006 12:22PM
This is Microsofts fault. They laid out this business model, not EA. Fellas, the bottom line is EA like every other company, is out for one thing, MONEY! These companies dont give a shit about you or I. At the end of the day, no one cares about joe gamer. They just want to see how much cash they can get out of you. Besides, if you are so angry about these microtransactions, dont fu**ing by them!Then and only then will companies stop placing things like this on the Marketplace.