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they been doing it since may one of the first games to come out with that was tiger woods then ufc 2010
here is a little piece of info I have found....the single use codes, are not single use codes, and they are not linked to the game. the reason I know this is I am not a sports game fan, but havebeen known to play with my friends. I use gamefly, anyone who uses gamefly knows all you get is the game disk, no book or any code. so I used the same code my friend did. he used his code off the game he bought, and then gave it to me to use the same code, and it works fine!!
the bad company code was diffrent, this is the"onlinepass" for battler filed it was for the vetran edition, i dont remember what it was called, it gave you all the DLC for free and access to new guns and another map.. and it was not a MUST for online play. For the sports games, it is a MUST for online.