By Tom Ivan
Activision is confident in its current product pricing strategy, and CEO Bobby Kotick would like to raise game prices “even further.”
The company recently confirmed that Call Of Duty: Modern Warfare 2 will carry a RRP of £54.99 when it releases this November, while the COD: Modern Warfare 2 Prestige Pack will retail for £119.99. Other upcoming releases like Tony Hawk: Ride and DJ Hero, which will ship with unique controller peripherals, are likely to carry price tags that push £100.
During an earnings call yesterday, Activision executives were asked about retailers’ reactions to the company’s pricing strategy.
“.. On the pricing, we’ve had for all of our launch titles in the back half of this year, some of which contain peripherals, as you point out, very strong retailer acceptance and support for all parts of our plan, including our merchandising plans, our marketing programs, and our price points,” said Activision Publishing boss Michael Griffith.
Company CEO Bobby Kotick added: “… You know if it was left to me, I would raise the prices even further,” before stating that high pre-orders for Activision products are an indication that consumers are comfortable with current pricing levels.
“As far as the premium priced product, you know, collector’s editions and things like that, I’d say we’re seeing probably more interest than we have in the past on the collector’s editions, so that’s a pretty good indication of the interest in these franchises.”
