Because everybody loves DLC.
Discussing the price point of THQ's successful MX series of off-road racing games, the CEO revealed that the next title in the series, due in fiscal year 2012, will experiment with a new form of pricing which he likened to a 'hybrid' of microtransaction and DLC models.
"Normally, we bring the thing out at $59.99, and it does reasonably well - one million to one and a half million units, then when we lower the price to a mass market price and the thing really jumps at the mass markets because, as you might expect, MX is a very mass market brand.
"So what we're doing this time is coming out initially with a smaller game at a lower price point, at the $29-$39 range, and then doing a download model for different modes, different tracks, different vehicles. We call it hybrid because it's a take on the microtransaction and DLC models.
"I'm a big believer in monetising everything under the curve so we capture that $29-$39 user no matter what," he added. "But if a person wants to spend a $100 on a game then they can do that as well. I think that's the future of gaming. Whether it's a take on this model or the free-to-play model, this is where our industry is going."
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