When the first pre-order bonus emerged for current-gen versions of FIFA 14 it seemed likely to be what was offered regardless of retailer rather than tying different something different to each. That has turned out to be the case at least in the US. Various retailers including Amazon, Gamestop, Best Buy, Walmart, and EA’s own Origin all will be including 24 Ultimate Team “Gold” packs to be distributed over a 24 week period.
In pushing Ultimate Team mode through pre-order incentives – and they’re utilizing this tactic in some form with all their titles now – EA Sports is attempting to both draw new players in and extend the period of time spent in the mode. It’s beneficial for the company to have consumers hang on to their games as long as possible keeping used copies off the market and increasing the opportunity for them to spend additional cash on any of the revenue-generating initiatives.