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I voted 21+ hours.

However, it totally depends on the game and what I'm planning on playing it for. The last game I paid full price for (LittleBigPlanet 2, £40, think that's the equivalent of a $60 game) had a 5 hour campaign with about double that in replayability, but obviously has all the creation tools & online levels. Which are going to keep me playing for years. So I was happy paying full price for it because LBP 1 had proved the series' value to me. The same thing applies to Starhawk & Twisted Metal (both of which I bought for £30), as they both had fleeting single player experience but have provided me with well over 50 hours of multi-player fun.

If it were a single-player game only, I think I would have trouble justifying £40, unless it were a JRPG (which give me well over 50 hours of gameplay) or something really open-ended, like the Sims 3 which I'm playing at the moment. And even then, I'd still rather wait and pay £30 for them than buy them the day they come out for £40!