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THQ's Farrell: 'Future Of Gaming' In Mass-Market Retail Prices, More DLC Sales

Beginning with the next MX vs. ATV title, THQ is hoping to explore an alternative business model for retail games -- launching at a lower price point and then selling more incremental content later. That's where the industry is headed, says company president Brian Farrell.

"What we're thinking about the business is we're turning it on its head a little bit," Farrell told attendees at the BMO Capital Markets conference in New York this week. "It's not, 'how high a price can we get', but 'how many users'," he suggested.

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