Call of Duty already isn’t a million miles from being a subscription game, at least in terms of multiplayer – every November you cough up another $60 for a few new weapons, features, maps and a ridiculously overblown but relatively brief and heavily scripted singleplayer experience, but essentially continue having the same experience year after year.
It probably will succeed - for a lot of gamers Call of Duty is almost a religion. They take it very seriously. Fortunately, this isn't something you can do with just any IP.
Maybe now Nintendo will acknowledge Metroid has a fanbase?
That's why I really hate this, and chances are other publishers are going to hop right on with this idea and try it out similar services themselves. It's nothing new, but this could be something yet again that modern gaming doesn't need and could start up a new horrible trend.
I think that the best way to approach this new trend that frankly would be a best-case scenario for going down this route at all would be cutting the game's retail price by the same amount it costs to purchase a voucher, and making the locked out content either the online multiplayer (Nothing will be lost when the servers eventually shut down, in this case) or optional DLC.