But any thoughts on how you sell five upgrade codes at a discount without it being used by resellers?
(how do you ensure the discount is going to one player? tie it to a single credit card?)
I think it shouldn't matter. If resellers buy a 5 pak, then they take on the risk of needing to find 5 customers to buy them. If they can't, it'll be a loss to them. (Edit: Forgot to add this - If resellers buy the 5 pak, it will be money already in EA's pockets. While the risk is transferred to the resellers.)
Only way to guarantee that is to confirm you can get 5 buyers in advance. Realistically, I see this happening more with friends pulling together rather than resellers.
Besides, it's a good business tactic for big businesses. To generate sales, you bundle together a few items and sell them as a package. It's like selling meals in fast food restaurants. People don't really need the fries or even drink sometimes. But because it's cheaper to buy it this way, they still go for it.
To me personally? I don't need to go Ter Mu with all my accounts. I don't need each account to have a gargoyle character. I just need 2.
Say let's say they sell it at $30 each and that gives them a $10 profit. If there's no 5 pak, I'll buy 2 = that's $60 of sales and $20 profits.
If there's a 5 pak and they sell at $135 (10% discount, $27 each). That'll be $135 worth of sales and $35 total profits.
Making that sales now and getting the cash at lower profit margins is better than hoping to make a sale a couple of months/years down the road and getting the cash then, even if the profit margin is wider.
If it's something perishable that can be repeatedly bought (like AOS dyes instead of account upgrades), they can give it an even better discount or sell in bigger bundles.