Electronic Arts Inc. (NASDAQ:ERTS) today introduced Online Pass content from EA SPORTS™. Online Pass rewards game owners with a game-specific, one-time-use registration code for online services, features and bonus content. Each title-specific Online Pass may be used with upcoming releases of EA SPORTS simulation games on PlayStation®3 computer entertainment system and Xbox 360® videogame and entertainment system, beginning next month with Tiger Woods PGA TOUR® 11. The one-time Online Pass registration code comes included with each unit sold new at retail. Once redeemed, additional Online Passes will be available for $10. Fans also may sign up for a free 7-day trial to experience Online Pass. International pricing will be announced within territories in the near future.

Retailer GameStop (NYSE: GME) has shown support of EA’s digital strategy by selling Sony PlayStation Network cards and Xbox Live Microsoft Points cards with the purchase of new and used EA titles. “GameStop is excited to partner with such a forward-thinking publisher as Electronic Arts,” said Dan DeMatteo, Chief Executive Officer of GameStop Corp. “This relationship allows us to capitalize on our investments to market and sell downloadable content online, as well as through our network of stores worldwide.”

We’re delighted that GameStop is offering their support of this program as a place for gamers to purchase points that provide access to downloadable content from EA at their stores and through their website.

- Peter Moore, President of EA Sports

Ironically, the same company they intended to battle with their Project $10 is ultimately partnering up with them.