Strategy Informer  

CEO John Riccitiello and other big execs at EA brainstormed, and thought up Project 10 Dollar. In a nutshell it's ME2's Cerberus Network.

Basically new EA titles will include redeem codes for extra content, but second-hand buyers will have to pay around $10 for access to it.

BioWare's Dragon Age: Origins and Mass Effect 2 both included redeemable codes in their packaging for users to login into their EA accounts and be rewarded with extra gear. This is what 'Project 10 Dollar' is all about - encouraging first-hand sales, or at least being able to reap some profit from second-hand buyers.

Dragon Age included some new gear and even a new party member to travel with, alongside a new quest line to follow. Mass Effect 2 included a new squad member as well as the crash site for the original Normandy ship.

EA is on the rise again, fighting against 11 quarters of posted losses, Riccitiello told BusinessWeek. All thanks to their 2010 line-up and initiatives like 'Project 10 Dollar'.

"You see a six-foot hole that we're in. I'm telling you that we were in a 20-foot hole and we've climbed 14 feet out of it," said the EA boss. Keep climbing if you want to top Activision because they're super, thanks for asking.