THQ says games should be cheaper

Think videogames are too expensive? So does THQ. CEO Brian Farrell recently addressed the BMO Capital Markets conference in New York, saying that current launch prices of $60 are “keeping people out”.

He cited THQ’s MX vs ATV as an example: “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 explained. His answer? Drop the price and release additional content in the form of DLC.

“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 a AAA title, at that price point, but then with a series of DLC so people can extend their experience.”

Could this plan work in the long run? More importantly, could the industry choose to adopt it? Farrell sure thinks so. “We think this is the future of gaming. We think that’s the way games are gonna go in the long term.”

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