THQ will Lower Prices of New Games to $40

A lot of game companies love their $60 price point. However, THQ plans to change that. How is this going to work in their favor? Well put it this way, we are in harsh economic times and they believe that a lower price point will simply attract more gamers to their games. How exactly did you come to this conclusion THQ 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.

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. 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.

So, they do have some experience with the lower price point. THQ found that when the game MX vs. ATV was lowered to a price of $40 sales “popped”. It is also important to note that they are talking about AAA games at a lower pricie point. They are not talking about a game with toned down content for the price. Furtehrmore, they state it makes room for DLC offerings to fill the gap between the $40 and $60 area. Let’s just hope this DLC doesn’t get too out of control.