Activision’s UK managing director Andrew Brown has told MCV that he believes the publisher is perfectly justified in its pricing policy for upcoming releases including Call of Duty: Modern Warfare 2, DJ Hero and Tony Hawk: Ride.
Modern Warfare 2 has an RRP of £55, while DJ Hero and Tony Hawk: Ride will each retail at around £100. While initially appearing quite highly priced, Brown believes consumers will pay a premium if they believe they are getting value for money.
“The question is what represents value for money,” Brown told MCV.
“At the end of the day, there is a spectrum of what people can afford and what people are prepared to spend. These things are key.
“Is what I am buying supplying me sufficient value for money and can I afford it? If so then I will buy it.”
Brown concluded: “There’s nothing in life that isn’t price elastic. Price at retail changes all the time depending on how successful a product is or isn’t. I think there is a lot of controversy over I don’t know what.”
Call of Duty: Modern Warfare 2 is scheduled for release on November 10.
Will the high price tag attached to Modern Warfare 2 prevent you from picking up the game at launch?
