THQ president Brian Farrell believes that the current $59.99 price point for games is too high, thus "keeping people out." According to Farrell, the industry's heading in a new direction where games launch at a lower price and incremental content is released, or at least that's what THQ as a company would like to explore.
"What we're thinking about the business is we're turning it on its head a little bit," says Farrell. "It's not, 'how high a price can we get', but 'how many users'," he suggested.
"If you can capture everyone under that economic curve, that's where you can make the most money," he added.
Farrell's alternate business model means getting a larger user base at launch, which means an even larger base of potential DLC consumers.
"When we launched [MX vs. ATV] at $59.99, we'd do some units, and then when we brought the price down to the mass market-friendly price of $39.99, it would just pop," he said. "So the thinking this time is, let's initially launch at $39.99 -- it's a very robust game, very high quality, so this is not about trying to get a secondary title out."
"It's an AAA title, at that price point, but then with a series of DLC so people can extend their experience," Farrell explained. "We think this is the future of gaming. We think that's the way games are gonna go in the long term."