THQ to experiment with smaller, cheaper MX vs ATV

Publisher THQ plans to add a considerable twist to one of its long-running franchises, MX vs ATV; according to CEO Brian Farrell, the next entry in the off-road racer will hit retail at a reduced price, and reduced content.

While past entries in the series have sold a respectable 1-1.5 million copies, the sales spike when the price is dropped, Farrell explained at the Goldman Sachs Communacopia Conference in New York. “So what we’re doing this time is we’re coming out initially with a smaller game at a lower price point – the $29 to $39 range.”

The lower entry point will lead to a “microtransaction and DLC model” with different modes, tracks and vehicles offered for an extra fee as downloadable add-ons, allowing players to choose just how much they wish to invest in the product.

“I’m a big believer in monetising under the curve, so we capture that $29 to $39 user no matter what, and a person that wants to spend $100 on the product can do so as well.” Such an approach is “the future of gaming,” the executive believes, “whether it’s this model or a take on the free-to-play model.”

“It’s where our industry is going and this is a very, very interesting experiment with one of our key brands.”