THQ plans to ramp up its output of "premium online play" and downloadable content - in a bid to stamp out the threat from the pre-owned market.
The news came in the firm's Q1 earnings call last night - and arrives just a week after Activision highlighted its intention to devalue second-hand games at retail.
THQ CEO Brian Farrell revealed that THQ had an online content strategy for each major release in future - with which it planned to deliver "robust downloadable content and premium online play".
He added: "We believe this will increase our digital revenue, engage players with our games for a longer period of time and reduce the impact of used games."
It's likely some of this DLC and online content will be 'blocked' to users without a code; free to buyers of new games, but requiring further cost for pre-owned purchasers.
THQ trialled the model with UFC 2010 earlier this year.
EA was the pioneer in the area, implementing its controversial Online Pass across its Sports portfolio - which also requires gamers to enter a one-time code for important in-game content.
Ubisoft has publicly supported the idea.