Actually they have, other industries that is, and they've failed legally. The first sales act was used (maybe created, not huge on knowing my legal acts lol) to combat Hollywood from trying to ban the ability to let stores rent their titles. The courts were on the side of the rental stores and users, and hence the first sales act is what it is today.
Even books tried this (which astonished me when I googled it just out of curiosity to see if they had).
http://journal.bookfinder.com/right-of-first-sale/
Apparently there was a feature that read books aloud to you and an Author's guild tried to shut it down. The courts were against them. Then another author tried to sue Amazon for helping sell used copies of his books, and he got shut out by the courts as well.
It's not that others haven't tried, it's that they legally can't. When you purchase a product that first time, it's yours. If you want to give it to a friend, burn it, or sell it to Gamestop or eBay, you can legally. Now that Gamestop owns your old copy, if they want to they can sell it again, legally. It's their constitutional, legal, in the law books right. Game developers are not legally owed anything after that first sale, the first sales law says so.
EA, THQ, and maybe Ubisoft are trying to find a way to dance around that law without it becoming an illegal act. They have found a legal way to do this, but it doesn't make it less shady. It's still a buisness practice that achieves a goal that undermines a law without the practice itself being illegal.