Echoing recent comments by Codemasters, the CEO of Namco Bandai has also candidly stated that selling full games is old hat and that games should really be nothing but vehicles for DLC.
Namco Bandai Holdings CEO Shukuo Ishikawa spoke about the role of DLC strategy:
Selling a game only once for $70-$80 [typical Japanese prices] is no good at all. If you sell it for $25, or even give it away free, then you can sell episodes and items online. They’ll soon be dropping $10 or $20 on these, and you can also do monthly charges.”