THQ: Games should be $40

Let’s face it, we have an expensive passion. Even buying one console, let alone multiple or a high-end PC rig, is a pricey proposition. What’s more, once you’ve got the system, you need something to play, and at $50 - $60 per game, you may find yourself choosing between games and food.

But there's hope on the horizon. Brian Farrell, President of THQ, says the industry ought to sell games starting at $40 apiece.

Above: Example! If you don't currently plan to buy Black Ops, would you reconsider if it were $20 cheaper?

Speaking at the BMO Capital Markets Digital Entertainment conference in New York City, Farrell suggested "It's not [about] how high a price we can get [away with], but how many users we can get." He enthused to those in attendance about how when THQ dropped the price for one of its titles from $60 to $40, the sales “just popped.” He also suggested, going forward, that offering games at $40 from the outset would actually create more revenue for popular titles.

Given that DLC is commanding an ever increasing chunk of profits, making the initial title more accessible to more potential consumers makes nothing but sense in the long run. "With a series of downloadable content so people can extend their experience, people might end up spending $129.99. We think this type of game monetization is going to work," said Farrell.

Nov 12, 2010


  • SCAZZELLE - November 15, 2010 1:55 p.m.

    A great idea that will never make it in this day and age. Most of the economy is about increase in cost for the latest, and cut back on something if it's cheaper. I understand the cost of games. But in my book, if you want to stay on top, and be the baddest, you got to give a little to receive a better outcome. Think about it....
  • BigDikMurphy - November 15, 2010 5:17 a.m.

    Hells yes it should be $40. Especially when half the time I know I'm going to pay another $20 in DLC if I like the game anyway.
  • cheezitmonster - November 15, 2010 4:15 a.m.

    But if rely more on DLC, then they'll half ass the physical game and you will be forced to buy the DLC to "see more"
  • LastProRican - November 14, 2010 10:33 p.m.

    i will completely support THQ when they sell games for $40, because i believe no games that come out these days are worth $60. I really hope other company's see this will be the true starting price for retail games.
  • Spybreak8 - November 14, 2010 9:11 p.m.

    It's good that there is an opposite in the universe that is called Activision haha. Yeah but get this people, pad your game collection a bit and hold off buying each game when they come out (excluding Mass Effect 2 there though). Play a game a few months after it's released and you can pick it up at a good price.
  • Outlander - November 14, 2010 8:45 p.m.

    I care about quality over price. So, as long as my games are still as awesome I'm all for this.
  • Imp0ssibl3 - November 14, 2010 8:40 p.m.

    Makes total sense. Half the time we pay full price for 80% of the game and then we pay extra for the other 20%. Also, this would give the chance for players to enjoy games they wouldn't have picked up otherwise, such as Enslaved. If prices drop, everyone wins.
  • twewy13 - November 14, 2010 8:23 p.m.

    i hope the video game industry considers this, they would have so many more customers
  • TheTrooper424 - November 14, 2010 6:42 p.m.

    I think just docking it $10 would increase sales by a long shot. I will rarely purchase DLC now because of how the prices raised over the past couple years. It all used to be 800 points or less but now everyhting is outrageous.
  • Crypto140 - November 14, 2010 6:34 p.m.

    How much does it take to make a game? $1000, $10000, $1000000? Even if games are $30 though, they would still make millions of dollars. $20 should be fair, and Specail Editions would be $60.
  • AnonymouZ - November 14, 2010 2:57 p.m.

    hell yes it makes sense, we're about as broke as thq is. xD
  • Crabhand - November 14, 2010 1:56 a.m.

    @santaclouse37 I can think of one very complete product that, combined with the original release, expansion pack, and DLC equals about $119. Dragon Age has had some extensive DLC and to be current on all of it was very expensive, but just because it had a buttload of DLC did not mean Bioware released an incomplete game. This is the sort of thing the THQ guy was talking about, a complete game with DLC to follow can get very expensive.
  • santaclouse37 - November 13, 2010 9:41 p.m.

    I have absolutely no problems with paying $40 for a game and maaaaaybe considering buying the DLC if its good, but for the love of god, that whole "With a series of downloadable content so people can extend their experience, people might end up spending $129.99" statement makes me nervous. I'd hate to start buying incomplete games in stores.
  • Yarok - November 13, 2010 9:26 p.m.

    Meanwhile at Activision... $60 for PC games!
  • mattchew86 - November 13, 2010 7:50 p.m.

    $40 seems more than fair for lot of today's titles. Most of them are either cut back on the story campaigns to promote online multiplayer, or DLC. That's why I'm skeptical about a lot of new releases. It doesn't feel like I get my money's worth.
  • spideralex90 - November 13, 2010 7:22 p.m.

    Hell yes. I don't think i've ever agreed with THQ more. Now all they need to do is make an awesome game and sell it for $40. This could potentially drive developers to make better dlc too.
  • JADENkOTOR - November 13, 2010 6:39 p.m.

    If MW2 sold 15 million copies at 60 dollars apiece, it would have taken additional 7.6 million copies at 40 dollars apiece to make up for the lost profit. A couple map packs aren't going to make up for that lost revenue... This simply will never happen. They might go up in price though.
  • Felixthecat - November 13, 2010 4:55 p.m.

    THQ seem to be a really nice company.
  • AxiamWolfe - November 13, 2010 1:41 p.m.

    Technically, where I'm from, a newly released PC game sells for about US$46 (at the current exchange rate anyway. 5 years ago it'd be around US$36). HA!
  • taco12324 - November 13, 2010 1:13 p.m.

    Give this man a medal!

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