Take-Two boss Strauss Zelnick has revealed that he believes players are “ready” for $ 70 / £ 65 video games.
In a call at the Morgan Stanley Technology, Media & Telecom Conference this week and transcribed by our friends at VGC, Zelnick was asked to expand on why the publisher had decided to add $ 10 to the NBA 2K21 award.
The first publisher to confirm a price increase for the next-generation video game, Zelnick said the decision came because the game offered “a number of extraordinary experiences”
“We announced a price point of $ 70 for NBA 2K21, our view was that we offer a number of extraordinary experiences, a lot of replayability, and the last time there was a price increase in the front line in the US was 2005, 2006, so we think consumers were ready for it, in Zelnick.
Of course, there were significantly fewer microtransactions and DLC in regular games at the time, and interestingly, he could not be drawn on future pricing of second-generation titles, saying that the publisher gave announcements “on title for title”. However, he insisted that the company was obliged to “deliver[ing] more value than what we charge “.
“We have not said anything about praising other titles so far, and we tend to announce on a title-by-title basis, but I think our view is [that we want to] always deliver more value than what we charge, make sure the consumer has experience and[…] the experience of paying for it, both are positive experiences, “Zelnick added.
“We all know anecdotally that even if you love a consumer experience, if you feel you were overcharged for it, it ruins the experience, you do not want it again. [If you] go to a great restaurant, a really nice restaurant, have a good meal and good service, then you get a check that is twice as much as you think it should be, you will never come back.
“So we will always make sure that consumers feel that we are delivering much more than we are asking for in return, and that also applies to our current consumer spending,” he added. “We are an entertainment company, we are here to capture and engage consumers, and if we do, revenue generation follows.”
2K came under fire from NBA 2K21 players for adding ads that could not be skipped at the end of last year. Finally, 2K was forced to issue a statement indicating that their location was incorrect.
In a statement on Twitter, 2K said that the ad that triggered a setback earlier this week “affected the players’ experience in a way we did not intend, as these ads are not intended to run as part of the pre-game introduction.” .