Grand Theft Auto publisher Take-Two believes it’s time to start introducing $70 games.
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During the recent Morgan Stanley Tech, Media, and Telecom Conference, an investor asked Take-Two CEO Strauss Zelnick his thoughts on the company’s decision to raise prices.
“Our view was that we’re offering an extraordinary array of experiences and lots of replayability,” said Zelnick.
“The last time there was a frontline price increase in the US was in 2005-2006. So we think consumers were ready for it.”
When Take-Two announced sports title NBA 2K21 would debut for $70 on PS5 and Xbox Series X|S, fans were taken aback. Since then, the publisher has changed its stance, stating instead that it would not raise the price of each game, after all.
Afterward, Take-Two’s actions inspired additional publishers to pursue a similar sales model. Publisher Activision, known for its massively popular shooter series Call Of Duty, adopted the same sales model, as did Sony. Going forward, all first-party PS5 titles will retail for $70.
