THQ Says Games Need a Lower Price Point

Are you tired of paying $59.99 for your favorite new console games? If so, you may want to keep an eye on what THQ is planning.

According to company president Brian Farrell,

What we’re thinking about the business is we’re turning it on its head a little bit. It’s not, ‘how high a price can we get’, but ‘how many users’. If you can capture everyone under that economic curve, that’s where you can make the most money.

As his example, he mentions that sales of MX vs. ATV really took off once the price point was dropped to $39.99. What did the company take away from that information? Farrell says,

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. We think this is the future of gaming. We think that’s the way games are gonna go in the long term.

I’m not sure if this model will be successful or not, but it definitely would ease the cost of entry into the console market. You’d likely end up spending $60 or more on the game (once you bought all the DLC), but you’d at least be able to opt-out of the DLC if the game didn’t do it for you.

We’ll have to wait and see how the market responds to initiatives like this, but one thing is for sure: the gaming market will be changing in the future. How it will change is yet to be seen.

[Via Gamasutra]

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2 Comments on THQ Says Games Need a Lower Price Point


On November 11, 2010 at 9:25 pm

well I agree games cost wait too much these days that’s why I only pick a few up that I really want, not just to buy a game and say I had some extra cash like my bro does.


On November 16, 2010 at 2:49 pm

I agree with corpse. The average Gaming budget for games is $100 a pay day, if even that. do you buy 1 new $60 game, and a bargain title, or 3 used games, or just bootleg the games and pay a bill. I dont know why the prices cant start at $40-$50, to ensure that more games are bought brand new. Many of us love impulse buys.