Online Passes – the controversial attempt by many publishers to encourage new game sales by locking online-centric content for used copies – has become engrained in gaming culture over the last several years. But according to a report on VentureBeat , one major company is doing away with them.

Electronic Arts – the mega-publisher behind a litany of games including Madden, FIFA, Battlefield, Dead Space, Mass Effect and more – will be “discontinuing” its Online Pass initiative. In a statement provided to VentureBeat, EA’s John Reseburg said that “none of our new EA titles will include that feature.”Reseburg admitted that Online Passes just don’t seem to be working. “Initially launched as an effort to package a full menu of online content and services, many players didn’t respond to the format. We’ve listened to the feedback and decided to do away with it moving forward.”Many major publishers – including Sony and Ubisoft – continue to use Online Passes, though interestingly, Microsoft never seemed to go down that road. Will EA’s abolishment of this system coerce other publishers to follow suit?

Colin Moriarty is IGN’s Senior Editor. You can follow him on Twitter and IGN and learn just how sad the life of a New York Islanders and New York Jets fan can be.