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Since video game buyers are used to paying US$ 50 - 60 for a new game, so why not put a similar price tag on single issue comics?
A single issue comic doesn't take a few hours to read. (Yes, I know you can REread it many times, but the initial emotional investment in it takes less time than an average game. Also, games are much more expensive to produce)
Your average videogame development costs are comparable to that of the average Hollywood film now. We're not up to the crazy blockbuster level yet, but costs are spiralling out of control for games devs at the moment.
It also helps that he has a great publisher in IDW who back him all the way.
Would video game consumers be willing to buy expensive single issue comics if they were repackaged and maybe used as an exclusive tie-in to video games?