Atari today announced that it will ship its Xbox 360 version of Test Drive Unlimited for $39.95, undercutting the typical $59.99 price point.
“Innovation should be available to everyone, not a privilege for those who can afford high price tags,” said Bruno Bonnell, chairman, CEO and chief creative officer of Atari. “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.” Downloadable car packs will be available monthly on Xbox Live Marketplace beginning six weeks after its launch this fall. And the price for the car packs? An Atari spokesperson said that has yet to be announced.