THQ president Brian Farrell believes the future of gaming lies in mass-market retail prices and more DLC sales:
"When we launched [MX vs. ATV] at $59.99, we'd do some units, and then when we brought the price down to the mass market-friendly price of $39.99, it would just pop," he said. "So the thinking this time is, let's initially launch at $39.99 -- it's a very robust game, very high quality, so this is not about trying to get a secondary title out."
"It's an AAA title, at that price point, but then with a series of DLC so people can extend their experience," Farrell explained. "We think this is the future of gaming. We think that's the way games are gonna go in the long term."