As you may or may not know, one of Madden 10's big new features this year is online franchise. To deter used game sales and maybe make a bit of extra cash, EA made it so that each new copy of the game comes with a one-use code on the manual which you enter to unlock online franchise. If you bought the game used and don't have a code, you have to purchase online franchise for ten dollars.
EA didn't print codes for anyone outside of the U.S. and Canada
EA Sports spokesman Rob Semsey confirmed that the codes were, mistakenly, not printed on the instruction manuals for regions outside of North America. "We are investigating what regions this is affecting and will provide a solution once we have more details," he says.