The price of videogames needs to be reduced if the industry is to welcome in new audiences in a bid to become a genuinely mass market entertainment medium, according to Sega A&R's head of content Darren Williams. He went on to point out that Xbox 360 and PS3 games are still seen as "luxury items" because of their GBP 30-45 price tags, which - despite any arguments over long term value for money - is still significantly more than DVD or even Blu-ray.
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