Originally Posted by eck979

From PastaPadre.com

NBA Live 365

This is the big advertised feature and it really looks to be a significant innovation. It is free this year with the code included in the case of all new copies. Recently this has been a hot topic as to how they are charging for the download of 365 for anyone without a code. This is basically a way to encourage new sales as opposed to used ones which EA would make no money off of. Going forward by doing so they’ve planted the seed of this being a premium feature so they can charge for it outright if they find that consumers value it that much.
One thing to mention is that even if someone doesn’t have 365, any and all online games use the latest data. It would just be offline that they wouldn’t have access to it.