Atari Test Drive’s New Next-Gen Pricing

Beleaguered publisher announces $39.95 pricepoint for Test Drive Unlimited on Xbox360, additional content available through Xbox Live Marketplace.

Previous-gen consoles saw $19.99 offerings with Midway's NARC and Sega/Take2's ESPN line. This marks the first next-gen title to be offered at a reduced price.

Like a true Viking, Atari's Chairman, CEO and Chief Creative Officer Bruno Bonnell believes innovation should be available to everyone, not just "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."

Thus, Atari is offering the game at a lower price. Further extending consumers' gaming experience, new content packs will be available six weeks after launch, on Xbox Live Marketplace.

The monthly car packs will feature a mixture of manufacturers and models. Each downloaded car pack will also include a free radio station. Radio stations will be set according to genres, such as Rock, Blues, Electronic, R&B, Jazz, Latin, etc., and feature between 10-20 songs.