MX vs ATV: Alive to be THQ’s flagship for $40 pricing model

By Brenna Hillier
19 April 2011 00:53 GMT

THQ’s Brian Farrell has said the publisher wants to ditch the US-standard $60 price tag on some games, because the more players you have, the more DLC you sell. Ka-ching!

“If we deliver an experience that the gamer values and wants more of, we build on that with digitally delivered downloadable content,” the CEO told Forbes.

“Which has the effect of increasing the average revenue per user”.

The upcoming MX vs ATV Alive will retail at $40, but sports over 100 pieces of DLC, almost all of which are non-essential customisation options purchased through microtransactions.

More traditional DLC packages include extra game modes.

“[THQ is] experimenting with delivering a customizable experience for the player in a brand new pricing model. It’s an innovative concept based on what we’ve seen in the free-to-play markets,” Farrell said.

The executive claimed the game doesn’t take any shortcuts as a reult of the pricing scheme, and that if possible, the publisher will use it for future releases.

“Fans will soon see that the lower price does not mean a lesser product. MX vs ATV: Alive has an extensive selection of tracks, vehicles, game modes, gear and much more to keep gamers engaged,” he said.

“While MX vs ATV: Alive is only the first game we’ve announced under this new pricing model … we believe this model has a future in the industry.

“After the game launches we intend to do what all companies in the digital space do: look at consumer response and make adjustments accordingly.”

MX vs ATV: Alive is the fourth in the off-road racing series, and is due on PlayStation 3 and Xbox 360 on May 10.

Thanks, Gamasutra.

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