THQ CEO: $60 Price Point is ‘Keeping People Out’ of Gaming

For the current generation of consoles, the $59.99 price point has become the new standard. With games' budgets and consumers expectations consistently rising, publishers have had little choice but to charge more in an effort to recoup their massive costs. This kind of business model cannot last, and the industry will have to look to cheaper games, argues THQ CEO Brian Farrell.