Strauss Zelnick, the CEO of Take-Two Interactive, suggested that consumers are “ready” for the price of the next-gen game to rise to $ 69.99, as NBA 2K21 it will cost exactly that. This comment was made during the Morgan Stanley Technology, Media & Telecom conference in March 2021 after Zelnick was asked his opinion on the public’s reaction to the game’s price increase. For context, the typical launch price for most 2K titles in the last two console generations was $ 59.99. [Thanks, Video Game Chronicle!]
Here’s Zelnick’s exact quote from the presentation, which VGC transcribed:
We announce a price of $ 70 for NBA 2K21, our view was that we are offering a variety of extraordinary experiences, lots of playability, and the last time there was a top-of-the-line price increase in the US was in 2005, 2006, so we think consumers they were ready for it.
Take-Two Interactive owns the Rockstar Games and 2K publishing labels, but Zelnick did not explicitly state what consumers can expect in terms of game prices going forward. Instead, he said the ads would be made “title by title.” He acknowledged that the feeling of being overloaded can ruin an experience.
When NBA 2K21The next generation price increase was first announced in August 2020, Zelnick claimed that the price was justified due to the value that Take-Two and next generation consoles offer to consumers. NBA 2K21 it’s notable because it was the first next-gen title to have a $ 69.99 price tag attached to it. The same game is also available for $ 59.99 on Xbox One and PlayStation 4.
NBA 2K21 it’s not the only next-gen title that sells at this price point. Some PS5 games released at $ 69.99.
This price of $ 59.99 is the standard retail price in the United States for most video games released on the Xbox 360, PlayStation 3, Xbox One, PlayStation 4, and Switch. This price was also an increase of $ 10 over the price of the new game of the previous generation.