EA has announced it will discontinue its Online Pass program. "Yes, we're discontinuing Online Pass," EA's senior director of corporate communications John Reseburg toldGamesBeat in an e-mail. "None of our new EA titles will include that feature."

Reseburg added that "many players didn't respond to the format," despite EA going on record months after instituting Online Passes, reporting it had not seen a "significant" backlash. "We've listened to the feedback and decided to do away with it moving forward."

The Online Pass, a one-time use code required for online play, was first introduced in 2010 with the intent of being exclusive to EA Sports games, though it quickly escalated from there. Online Pass revenue generated between $10-$15 million for EA in its first year alone.
http://www.joystiq.com/2013/05/15/ea-online-pass-ends/