James Steel writes -
Released recently though the Games On Demand service via Xbox Live, Need for Speed Hot Pursuit is the first game to be available for Direct Download with an Online Pass feature. Releasing at Retail stores last year, the included Online Pass was a One-Use code required for entry by the user to be able to access the full multiplayer experience (a possible deterrent against used sales). If a recent response from Xbox Live Support Twitter is anything to go by, it seems that they might not have thought this particular release through, meaning that an addition cost (over the initial download) may be required.
Microsoft and EA Chat Support confirms the need to purchase an Online Pass in addition to the regular download (or purchase a retail copy of the game)