By now, gamers are getting accustomed to online passes for games, which give
players access to early access to DLC, additional content, or even multiplayer
modes. Publishers see it as a way to encourage players to pick up new copies of
their games, as opposed to purchasing them on the secondary market. The upcoming
shooter Rage has a similar strategy, but it's been woven into the single-player
As players explore the game's massive wastelands in id's upcoming shooter,
they may come across some mysterious hatches that dot the landscape. How can you
open them? Well, that's where the code that's bundled in with new copies of the
game comes into play.
"If you bought the game new, [those hatches] would be open for you," says
id's creative director, Tim Willits in an interview with Eurogamer. "You still have to download it, but
you don't have to pay for it. Those hatches are all over. Most people never find
them. But as soon as you do, you're like, oh. And then you start to look for it.
That's our first-time buyer incentive.
"But as you can tell, most people
never even see it. I can tell you, some people will buy Rage, download that, and
still never set foot in those things. They just won't. I think that's fair. It's
cool. It's outside the main path. We're not detracting from anything. But I know
some consumers, when you can't avoid it, then you get a little touchy subject."