Test Drive 360 Euro price due to market conditions - Atari

Speaking exclusively to GamesIndustry.biz, Atari has blamed local market conditions for the significant difference between US and European pricing of Test Drive Unlimited on Xbox 360.

"The price in the US reflects the local Xbox 360 market situation,", a spokesperson told GI.biz this morning.

Earlier this month the company revealed that the US version of TDU on Xbox 360 would retail for US$ 39.99, but subsequently admitted that the UK price was GBP 49.99 - although actual high street and e-commerce prices will likely fall between GBP 40 and GBP 50.

"Additionally the US has a significantly larger Xbox 360 installed base, with a much bigger Xbox Live Gold membership," the spokesperson added.

In other words, it's possible for Atari to release a 360 game in the US at a lower-than-usual price and still make a decent return - but it simply isn't the same for them over here.

"Innovation should be available to everyone, not a privilege for those can afford high price tags," Atari CEO Bruno Bonnell said when the company announced the US price point.

Test Drive Unlimited is due out on Xbox 360, PC, PS2 and PSP later this year.