For the past eight months EA has been offering FIFA Online for free in South Korea. The strategy being: if you can't beat 'em (software pirates), join 'em. Much like any other company that owns digital media sought after by consumers, EA has had to contend with the free, albeit illegal distribution of its products across the internet. So FIFA Online is free in South Korea ... with a catch.
EA has divided the cost of FIFA into micropayments, sold as "enhancements." Want to extend the career of a star player? It'll cost you some change. The approach has proved agreeable to consumer habits -- and presumably less conducive to piracy. Since last May, EA has sold roughly 700,000 enhancements. Cha-ching!