CEO Brian Farrell has indicated that publisher THQ will look to take the lead in changing the standard price point policy which is employed by most game publishers at the present time.IndustryGamers.com
has reported on how, and why, THQ want to introduce a new approach:
[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
Accordingly, the plan is to release new games at around $39.99 rather than the usual $59.99. This should, in theory, convince more people to purchase an AAA title at the time of hitting the shelves.
THQ believes this strategy will allow them to provide DLC, to increase the life-span of their games.
I may be a cynic, but this will ultimately be more financially beneficial to THQ - obviously they have chosen to be very subtle about that aspect of the strategy!!