How to Make a Board Game Work for the Audience, Right?

When we released Bioshock Infinite, it was I believe $60 game and the video game was also $60. So it was quite hard for a lot of people to wrap their heads around the value difference there. But what's interesting is that now we have a lot of other games that have come out with IPs that are more experimentative. That can be a bit of a different world. It would have to be something that would work for the price point of the audience that already exists for the brand.