Originally Posted by Alatar
Yes which is why they're likely getting bulk prices minus a discount. I however doubt that the discount is so big that the games cost next to nothing. There's a reason why they only offer two games and why Nvidia doesn't want to offer the games when they don't need to do it...
EA (or whoever is selling the game) can't sell that particular game to that gamer anymore when he gets it with a GPU. Yes they're more likely sell some DLC, and sell more games but they still do not want to just practically give away the games.
Dissection of a bundle deal:
AMD and NVIDIA bid for the bundle by offering $5 to $10 per copy of the game to be included with the sale of their gpu. This makes sense when the developer is not sure they will sell that many copies... They figure as long as the volume of the deal is large enough to offset the reduction in sale price, everything is fine. After all if they think everyone that buys the hardware will buy their game anyway they probably won't agree to a bundle where their game sells for 1/4 the normal price.
For the hardware guys, spending $5-$10 per game copy is fine as long as it can add more than $5-$10 of value to their GPUs.
Also by doing a bundle on a game you sort of force feed it to gamers such that you increase the games relevance and visibility to the market... assuming of course the game is at least half decent to begin with. These bundle deals also tend to come with co-marketing agreements which buy (yes buy) the hardware companies technology partnerships (read "influence") with the developer... meaning they can forcefully (via contract) put in custom effects and shaders that are tuned for their hardware and not the competitor's, so that the hardware company's performance looks amazing and their competitor's looks like when the game ships.
So don't be fooled by all these press releases about relationships with developers etc. it's almost always a money game to skew performance in one direction artificially by tuning for one architecture and not another, then force feeding the game to the market via bundling.