While most new retail console games carry a $59.99 price tag in the US, Dead Island: Riptide will cost $49.99 when it launches.
According to Aubrey Norris, marketing and PR manager at Deep Silver, the pricing strategy reflects the publisher's belief that successors to Xbox 360 and PS3 will be close to release by the the game arrives, most likely some time next year.
"That's not a placeholder :) that's the real price!" she told Ripten when contacted about retailer listings for the game. "It's the end of a console cycle - we think this price makes a lot more sense given that."
She also confirmed that Riptide "is a new game" and "not a remake" in a similar vein to Dead Rising 2: Off the Record.
Riptide is planned for release on PC as well as consoles. It was announced at E3 and is set for an extensive reveal by "this summer", according to Deep Silver. Surely it can't top the impact of the original game's debut trailer, which you can watch below. What do you hope to see in the sequel?
Last July, EA Sports boss Andrew Wilson suggested the days of the $60 games business might be numbered. Noting that 45 percent of revenues made by games in 2010 were digital, he said: "There is still a business of $60 games sold at GAME and GameStop - that's still legitimate for now. I won't predict when that will die. I won't prophesise when games on discs will go away, because the reality is that as long as gamers continue to line up and buy them we will make them.
"But the amount of people on Facebook, on PSN and Xbox Live is growing," Wilson added. "There is a shift here. If we don't get ahead of it, we will find ourselves in trouble. We have seen the Blockbusters and the HMVs change before our eyes. The corporate graveyard is littered with companies, mediums and entities that resisted where the consumer wanted to go."