John Riccitiello calls "Project Ten Dollar" -- after all, it was designed to reclaim some of the revenues earned by secondhand sellers. A number of representatives from used game retailers recently spoke to GamesIndustry (login required) about the perils EA faces by bundling DLC redemption codes with new copies of the publisher's games.
Chipsworld exec Don McCabe said consumers won't prosper under this new system, as copies of the game will lose their resale value, but retailers will "just readjust [the price] bearing in mind you have to buy the voucher." Marc Day, CEO of SwapGame, says diminished resale value will do more harm than good to the publisher's bottom line, as "customers who trade in for cash or credit do so to acquire new games they could otherwise not afford."
Check out GamesIndustry's full article for more retailer opinions on EA's new DLC strategy. It's an interesting read on what might turn out to be a pretty vicious cycle.