We know that THQ’s CEO, Brian Farrell, has been bullish on downloadable content and has been looking at innovative ways in getting you to buy it. Most recently, they attempted an approach with MX vs. ATV Alive where the base price of the game was reduced in favor of a massive choice of add-on content that players could buy to add to the game. Apparently, it didn’t work as well as Farrell imagined.

Nonetheless, Farrell is back with another attempt to get players buying more DLC. The key to it is to build a good game and then offer a massive amount of content for it over a long period of time. This is the plan for the upcoming release of Saints Row: The Third.

THQ is planning 40 weeks of content to be offered after the game is released. New content will be coming every week with the hope of keeping the buyers engaged and playing the game, and hopefully purchasing more downloadable content. No word on what all this content will be, but 40 weeks’ worth does sound like a lot more than most will want. It could be taking this concept just a bit too far, as buying the content could make a $60 game cost much more than many want to invest. We will just have to wait and see how this strategy works for THQ; but it does make us wonder how much of this content was cut out of the game specifically to offer it as DLC?