EA expands its always-online DRM policy

Electronic ArtsElectronic Arts’ policy of requiring its users to always be online when playing their games is going to continue but with a twist, confirmed Keith Ramsdale, the general manager of EA Northern Europe.

This new version of the always online requirement will feature the implementation of “online universes,” which will emphasize an always-online connection to resources on EA’s servers.

Ramsdale explained the new vision for EA’s always online policy.

Imagine a player gets up in the morning, plays an online match on his 360 before going to work. On the bus, on his way to work, he practices his free kicks on his tablet. At lunch he looks at the transfer window on his PC. On the way home he chooses his kit on his smartphone.

Here’s the thing: when he gets home to play again on his 360 that evening, all those achievements and upgrades will be alive in his game. We’re very focused on transforming all of our brands into these online universes. That gives the consumer full control of how and when they play in a rich world of content.