When Take-Two set the pre-order price for its NBA 2K21 game at $70 for the PS5 and Xbox Series X consoles, many thought that would be the norm for next-gen games, at least from the company. The company has now backtracked saying prices will be set based on individual titles.
“We are definitely announcing pricing on a title by title basis,” reveals CEO Strauss Zelnick in an earnings call on Monday evening. “I would just observe, there hasn’t been a frontline price increase for a very long time, although costs have increased significantly.”
Ubisoft is keeping the price for its upcoming next-games later this year at $60 and Sony has yet to announce a price for any game from its PlayStation Studios. The price for games has remained $60 for many years and it hasn’t increased even though production cost has gone higher as developers seek for more perfection. Developers have found a way to make extra revenue by releasing DLCs, battle passes and many more.
Zelnick is refusing to accept the $70 will be Take-Two’s standard pricing for its PS5 and Xbox Series X games. “We’re applying this price point in the case where we think the quality not only supports it, but demands it,” he said. “Production costs have gone up greatly. But most importantly, the consumer experience is more robust than ever before. And I’m utterly convinced that NBA 2K21 will be nothing short of extraordinary, so I don’t expect that there will be any concerns.”
In a recent interview with The Washington Post, Microsoft boss Phil Spencer tried to waive questions when quizzed about the $70 price for games. “As an industry, we can price things whatever we want to price them, and the customer will decide what the right price is for them,” said Spencer. “I’m not negative on people setting a new price point for games because I know everybody’s going to drive their own decisions based on their own business needs. But gamers have more choice today than they ever have. In the end, I know the customer is in control of the price that they pay, and I trust that system.”
With the launch of the PS5 and Xbox Series X coming later this year, more developers are expected to reveal prices for its next-gen games soon. $70 may yet be the norm going forward considering developers have to spend more to make games that will take advantage of the hardware specifications of the next-gen consoles.