Atari to launch new Xbox 360 game at budget price point

Troubled publisher Atari has announced that the Xbox 360 version of forthcoming racing game Test Drive Unlimited will go on sale in the US for US$39.95 - despite the fact that most games for the console retail at US$59.95.

Atari has yet to reveal whether the game will also be sold at a reduced price in Europe, with a representative who spoke to our sister site, Eurogamer, simply observing that the US and Europe are "different markets." However, the representative did add that an announcement will be made soon.

Test Drive Unlimited will not be the first budget Xbox 360 title to go on sale - Rockstar Games Presents Table Tennis also retails for US$39.95. Nor will the move mark the first time Atari has cut the price of its games in recent months; from June 1st, all of the publisher's PS2, Xbox and GBA titles began to retail for US$19.95 as part of the GamersFirst initiative.

Atari also announced plans to release paid downloads for TDU via Xbox Live Marketplace. These will include cars and radio stations, each featuring between 10 and 20 songs. The content will be available six weeks after the game launches.

"Innovation should be available to everyone, not a privilege for those who can afford high price tags. We believe it is our mission to deliver triple-A games that are accessible to the masses," said Atari CEO Bruno Bonnell.

The Xbox 360 version of Test Drive Unlimited is due to launch on September 8th, with PC, PS2 and PSP versions following in October.