The idea's already been done, and in pretty high profile releases.
Gears of War 2 had the Flashback map pack, Rock Band 2 had a code for 20 bonus tracks. Individual vendors regularly give away codes with new purchases for additional bonus items.
Most consumers generally don't even care about these extras. The heavy gamers generally appreciate the bonus items, especially when they aren't only available through the purchase of "special edition" copies for $10-20+ more (which rabid game fans will still happily buy).
But the general consumer who either isn't aware, or doesn't care about the bonus content won't even know whether it's there or missing.
If the extras matter that much to the regular buyer of used games, they'll see the value in just buying a new copy of a game when it's discounted instead.
So the message should be buy discounted new as a better option than buying used.
It's not a bad idea and it's not effecting anyone but gamers who exclusively buy used.
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