The publisher Take-Two is sticking to its pricing policy for upcoming next-gen titles. The 70 dollars are already being discussed with other publishers.
The publisher Take-Two has once again made its stance on more expensive full-price titles clear. As recently with NBA 2K21 (for the report: NBA 2K21: Strong sales figures despite higher prices), which hit the next-gen with 70 dollars, the group considers the rising price for upcoming titles on the new consoles justified.
Take-Two CEO Strauss Zelnick was asked by some investors at the Morgan Stanley Technology, Media and Telecommunications Conference about his attitude towards price increases to 70 dollars for next-gen stocks. “Our perception is that we deliver a special field of experience and a lot of replay value,” said Zelnick. “The last time there was a price increase like this in the US was between 2005 and 2006. We think consumers are ready for such a price increase.”
Nevertheless, according to Zelnick, price decisions are still dependent on the respective title. He also stated that you always ask less of the players than you deliver in value. So you want to keep the buying and gaming experience always positive.
After Take-Two fired the first shot in the direction of 70 dollars with NBA 2K21, various publishers followed suit. Sony, for example, confirmed that all in-house games for the PlayStation 5 should come on the market for 70 dollars. Activision took a similar approach with Call of Duty: Black Ops – Cold War. As soon as more games appear for the new consoles, the price situation will presumably stabilize.