Ubisoft have joined Sony, THQ and other in implementing an Online pass to play the online content of their games. This pass will start with the new Driver: San Francisco which is due out in late August.
The pass will be known as the “Uplay Passport” which can be bought via Xbox Live and PSN when it is implemented. At present it is unknown if the pass will be on all Ubisoft games from Driver San Francisco onward but it would be a fair bet to say that it would be likely.
Now some people will have the question why are Ubisoft doing this? Well Ubisoft was vocally supportive of one of the first companies to do something like this which was EA and their “Project $10” and other companies as I stated above like Sony and THQ seem to be doing well with their versions of the pass.
The full reason like all the other companies is to get money from used game sales because as we all know no used game sale purchases go to the games company but into the hands of the seller. Also to ease peoples fears if you buy the game new you have nothing to worry about, this pass only really applies to people who buy used games.
Honestly I can say I support this and I know some people have complained about companies using this pass system but I believe it is an unfounded complaint as game sales are used to fund future titles.

Source: Gamerzines