‘Grand Theft Auto’ publisher Take-Two thinks it’s time for $70 games

The publisher will consider each game's price on a case-by-case basis

Grand Theft Auto publisher Take-Two believes it’s time to start introducing $70 games.

During the recent Morgan Stanley Tech, Media, and Telecom Conference, an investor asked Take-Two CEO Strauss Zelnick his thoughts on the company’s decision to raise prices.

“Our view was that we’re offering an extraordinary array of experiences and lots of replayability,” said Zelnick.

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“The last time there was a frontline price increase in the US was in 2005-2006. So we think consumers were ready for it.”

When Take-Two announced sports title NBA 2K21 would debut for $70 on PS5 and Xbox Series X|S, fans were taken aback. Since then, the publisher has changed its stance, stating instead that it would not raise the price of each game, after all.

Afterward, Take-Two’s actions inspired additional publishers to pursue a similar sales model. Publisher Activision, known for its massively popular shooter series Call Of Duty, adopted the same sales model, as did Sony. Going forward, all first-party PS5 titles will retail for $70.

However, Zelnick indicated that the company won’t be taking a blanket pricing policy stance across all its release. They will be decided per game, taking multiple factors into account.

“We all know anecdotally that even if you love a consumer experience, if you feel you were overcharged for it, it ruins the experience and you don’t want to have it again,” Zelnick explained. “If you go to a nice restaurant and have a great experience and a great meal, but the check is double what you think it should be, you’re never going back.”

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Previously in February, the Saudi Public Investment Fund (PIF) reportedly purchased over $3billion (£2.1billion) stocks in several publishers, including Take-Two Interactive.

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