Ahead of the company’s Q1 earnings report today, GamesIndustry.biz approached CEO Strauss Zelnick about not just the price hike, but Ubisoft’s decision to maintain a $60 price for its 2020 next-gen games. In light of that decision, and the wariness many have expressed at the thought of $70 games, Zelnick was asked if he thought Ubisoft’s decision would make it harder for Take-Two to get consumers on board with NBA 2K21’s price tag
RELATED: 2K Games Reveals Why NBA 2K21 Next-Gen is More Expensive
He started by defending the move, stating that there hasn’t been a price increase for AAA games in several years despite the increase in development costs. And as far as NBA 2K21 is concerned, he added, “We think with the value we offer consumers…and the kind of experience you can really only have on these next-generation consoles, that the price is justified.”
On a related note, Zelnick was asked whether he thinks it’s necessary for the entire publishing industry to embrace the $10 price hike on next-gen games in order to justify it. To which he replied, “We just speak for ourselves. Obviously, we don’t speak for the industry and the industry naturally does not coordinate on these matters, to say the very least. The pricing has to reflect the quality of the experience, and we aim to provide the best experiences in the business. And from our point of view, it’s an extremely modest price change given that prices haven’t changed for a very long time.”
Whether fans will agree remains to be seen. It wasn’t that long ago that NBA 2K20 was stirring up controversy through its use of microtransactions, gambling mechanics, and unskippable in-game ads in a full-priced game. Given how that left a bad taste in many fans’ mouths, it’s possible that the price hike will just be seen as another attempt at squeezing money from players instead of a justifiable business decision.
Lastly, Zelnick was asked if he thinks the economic recession brought on by COVID-19 may lead to weak next-gen console adoption. While he couldn’t say either way, he reaffirmed Take-Two’s commitment to supporting next-gen consoles with games like NBA 2K21 and the PS5 and Xbox Series X version of Grand Theft Auto 5.
NBA 2K21 will launch on September 4 for Mobile, PC, PS4, Stadia, Switch, and Xbox One, with PS5 and Xbox Series X versions to follow.
MORE: NBA 2K21: 5 Features the Franchise Should Bring Back
Source: GamesIndustry
