Take-Two CEO Discusses $70 Game Price, Says The Company Has Not Seen 'Pushback' From Consumers

Take-Two Interactive Software, Inc. TTWO CEO Strauss Zelnick said the company has not faced any significant backlash regarding the new $70 price point for its video games.

As per VGC, Zelnick addressed the fact that other publishers have been selling their AAA titles at discounted prices shortly after launch but reassured that consumers have not expressed significant concerns about the price increase.

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"We're not seeing a pushback on frontline price," the CEO stated during Take-Two's latest earnings call.

"What we're seeing is consumers are seeking to limit their spending by going either to the stuff they really, really care about, blockbusters, or to value and sometimes it could be both," he said.

"And the good news is, we have a bunch of blockbusters and we have a wonderful catalog."

The $70 price point for current-generation games was first introduced by Take-Two with NBA 2K21 in August 2020. Other industry giants, such as Sony Interactive Entertainment and Activision Blizzard, followed suit charging $70 for their major releases at the beginning of the current console cycle.

Electronic Arts and Square Enix Holdings also adopted this pricing strategy with the latter even implementing it for some of its PC games. Microsoft and Nintendo recently released their first $70 games, while Sega Corporation has also indicated a potential increase in game prices.

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