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Although $39.99 used to be industry standard MSRP for video games, that figure was replaced by the now-standard cost of $59.99 when the new console generation started, due mostly to the rising cost of game development. However, THQ boss Brian Farell thinks this price point has been shunning away gamers and driving down sales. He cites MX vs ATV as an example of a game that only sold well when the price was dropped to $39.99. He also points out that a lower price point will encourage more DLC purchases, which will ultimately make back development costs faster. He said that he doesn’t see the $59.99 price point lasting much longer if DLC is to survive and says developers must return to the lower price point, saying, “We think this is the future of gaming. We think that’s the way games are gonna go in the long term.”  |