They're at the forefront of every single dubious revenue-increasing scheme there is, in many cases being the instigator. Charging for cheats, unlocks, content on the disc, online passes, bizarre pre-order "bonuses" (DA2, order before this date or get nothing) and retailer specific pre-order bonuses.
Hah, and the in-game DLC ad in the form of a constant dude in the first Dragon Age.
The unskippable Dodge ad in Fight Night 3.
Thank god that stuff hasn't caught on.
Personally I think their worst transgression was how they handled BC2. There were five maps at launch. "Online pass will get you free map updates!!" they were very keen to let people know before and efter the game's release. ****ing bull****. While they did actually eventually get to releasing those promised free maps, the initial eight months were absolutely pathetic as EA slowly trickled out maps that in all likelihood were done a long time ago. The almost equally sad part is I think most people didn't have a problem with this, they believed the PR.
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