I had a birthday last week and received an email from Origin for 25% off my purchase from the store. I don't think I've ever received a discount for my birthday in all my years of playing. I thought it was nice. 
Psssst... *whispers*... we know, was talking about EA doing something for birthdays.umm.. guys
EA does 50% sales at random for even their new stuff like SA and HS...
25 % is cheap for a digital product... but still !
Definitely the key then. *Goes to see if they have EA key chains to get put on the list*I've been getting offers like that on my birthday from EA for about 5 years or so. If you buy something from the EA store (as opposed to uogamecodes) you get on the list for the birthday gifts. I think one year it was actually a code that was a flat amount of money off any purchase, but at the time, the only UO product they had in the store was Samurai Empire.