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Strauss Zelnick, CEO of Take-Two Interactive, suggested that consumers are “ready” for the next-gen game’s price to drop to $ 69.99 because NBA 2K21 will cost exactly that. This remark was made during the Morgan Stanley Technology, Media & Telecom conference in March 2021 after Zelnick was asked to comment on the public reaction to the increase in the price of the game. For context, the price of Usual launch for most 2K titles over the last two generations of consoles was $ 59.99. [Thanks, Video Game Chronicle!]
Here’s Zelnick’s exact quote from the presentation, which VGC transcribed:
We announced a price of $ 70 for NBA 2K21, our point was that we offer a range of amazing experiences, a lot of replayability, and the last time there was a frontline price increase in the US was in 2005, 2006, so we think consumers were ready for it.
Take-Two Interactive owns the Rockstar Games and 2K publishing labels, but Zelnick has not explicitly stated what consumers can expect in terms of game prices going forward. Instead, he said the announcements would be made “headline by headline”. He recognized that the feeling of being overloaded can ruin an experience.
When NBA 2K21The next-gen price increase was first announced in August 2020, Zelnick claimed the price was justified because of the value that Take-Two and the next-gen consoles provide to consumers. NBA 2K21 is notable because it was the first next-gen title to be associated with the $ 69.99 price tag. The same game is also available for $ 59.99 on Xbox One and PlayStation 4.
NBA 2K21 isn’t the only next-gen title to sell at this price. Some PS5 games released for $ 69.99.
This price of $ 59.99 is the standard US retail price for most video games released on Xbox 360, PlayStation 3, Xbox One, PlayStation 4, and Switch. This price was also a $ 10 increase over the previous generation’s new game price.
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