DLC a la carte

21.12.2010
Right now, new games typically go for $60 at release, with additional downloadable content available throughout the game's lifespan costing anywhere from 99 cents to $20. Purchasing a game at launch and then picking up all the DLC as it's released can get pretty expensive over time. This leads many consumers to accuse publishers of "nickel and diming" them, or at least being too lazy to finish a game before putting it on shelves.

Brian Farrell, CEO of publisher THQ, doesn't see DLC that way -- he sees DLC as the future. Back in early November, he announced to the BMO Capital Markets conference in New York that the company plans to experiment with an alternative pricing model. Beginning with the new MX vs. ATV title, he said, THQ will try releasing games at a lower initial price point and then providing DLC after launch at steady intervals.

"It's clear that how people want to consume and pay for media, especially games, is changing," Farrell tells . "And in some cases, the $59.99 price point may be a barrier to entry."

It's a fair point. Who hasn't balked at the idea of paying $60 for a brand new game and promised themselves that they'll buy it when the price drops? But there are additional considerations these days, too; like, if a game includes multiplayer, will there still be an active online community by the time the price drops? For games without "Halo" or "Call of Duty" in the title, that's a valid concern.

To Farrell, it's not just about getting that initial install base in place, though. He believes it's about offering players some degree of choice and empowering them to choose the content they want to engage with.

"We know that how people are playing games and the way games are delivered are changing," he says. "So this is a way to deliver a customizable experience for the player in a brand new pricing model. It's all about what the gamer wants and how THQ can deliver a great gaming experience that suits each individual player through a highly modular content set."