NBA 2K21 Developer Take Two Believes Players Are Ready For $70 Games

Take-Two has been known for rising their prices of games, after being one of the first to announce a hike of $70 on some of their games. It seems this is a trend their set to continue as they’ve claimed that gamers are “ready for it”.

Speaking during the Morgan Stanley Technology, Media & Telecom Conference (and transcribed by Video Games Chronicle), company boss Strauss Zelnick spoke about the price increase, and how consumers feel about it.

“We announced a $70 price point for NBA 2K21, our view was that we’re offering an array of extraordinary experiences, lots of replayability, and the last time there was a frontline price increase in the US was 2005, 2006, so we think consumers were ready for it.”

Despite these comments, Take-Two’s pricing scheme is not set in stone. Zelnick stated that the company judges titles on a “title-by-title basis”, but believes they always deliver more than what they charge.

“We haven’t said anything about pricing other titles so far, and we tend to make announcements on a title-by-title basis, but I think our view is [that we want to] always deliver more value than what we charge, make sure the consumer has the experience and[…] the experience of paying for it, both are positive experiences.”

So far, these comments reign true, with the company charging $70 for games such as NBA 2K21, but also offering cheaper experiences with Mafia: Definitive Edition. But if games going forward are going to invoke the same price point as the former, they’re going to need to stick to their promise of quality of content.

Do you agree with Zelnick’s comments? Let us know in the comments below.