Test Drive Unlimited will retail for $39.95 when it drops later this year. That's right, a brand new, shiny 360 game will cost you $39.95. Not only that, but more content including cars and music will be available in Marketplace shortly after the game's release, and the music, at least, will be free.
CEO and Chief Creative Officer of Atari, Bruno Bonnell, had this to say of the deal:
"Innovation should be available to everyone, not a privilege for those can afford high price tags, Our GamersFirst program demonstrated the positive impact of flexibility in pricing. We believe it is our mission to deliver triple-A games that are accessible to the masses. As such, we are offering Test Drive Unlimited - a game that is being positively touted and recognized by the media - for $39.95, and furthermore, will continue users' experiences past launch by featuring new cars and free music for download."
Let's hope this flexible pricing strategy will catch on with other developers as well.