Project Ten Dollar about "improving consumer experience", says EA

EA's UK GM Keith Ramsdale has said that the introduction of Project Ten Dollar from the company was all about "improving consumer experience".

Speaking to MCV, he added it was not meant to be seen as a counter-measure to piracy.

"It's all about the customer, about improving their experience," said Ramsdale. "It's not a defensive measure against pre-owned or piracy."

It comes in a year where EA has introduced the program via several measures, beginning with the releases of Dragon Age: Origins last year and Mass Effect 2 in January on its DLC program, as well as Battlefield: Bad Company 2.

EA Sports recently announced it'd would be introducing the model to its games, meaning second-hand buyers of its games would have to pay $10 for access to most of its online features compared to someone buying it new and getting a code for those features with the game.

Ramsdale also said in the same interview that while Bad Company 2 won't beat Modern Warfare 2 in terms of sales, it does have a plan to take more of its market share in the genre.