Activision Blizzard price gouges Modern Warfare 2

by Stevie Smith - Jul 17 2009, 17:40

According to videogame analyst Michael Pachter, the industry’s sizable 31 percent decline for the month of June is partly connected to persistently high hardware prices preventing consumers from splashing the cash during a time of recession.

However, if you’re a gamer in the UK – where prices are generally inflated anyway – then you’re not going to be happy to learn that major software releases could soon be joining certain hardware platforms in pressurising bank accounts. 

In a move that’s set to anger videogame fans across the pond, third-party publisher Activision Blizzard has this week revealed that its highly anticipated action sequel Modern Warfare 2 will come attached to a ramped price of 54,99 GBP (approx. $90 USD).

Due to arrive on PlayStation 3, Xbox 360 and PC towards the end of the year, there’s little doubting the consumer appeal of Modern Warfare 2 – not least because the original game has sold in excess of 14 million copies.

Yet the upcoming AAA release will be a stern test for the popularity of the series when considering that many videogames in the UK cost somewhere in the region of 39,99 GBP.  

What’s potentially more worrying for Brit gamers is that Activision Blizzard’s decision to employ price gouging based on the strength of one of its leading properties could set a precedent with other publishers.

“Exchange rates between the Euro and the pound are making it very difficult for publishers to show an acceptable margin in the UK,” commented Ian Curran, vice president of European Publishing at THQ, regarding the price hike.

“You can’t continue to trade as normal when the biggest territory in Europe has seen cost of goods increase by 30 per cent due to the strengthening of the Euro,” he outlined in an MCV report.

“Publishers somehow need to offset this drastic increase in costs,” he continued ominously. “I’m not surprised to see the SRP [of Modern Warfare 2] go up and I feel this will continue across more key titles.”

While THQ’s standpoint regarding the possibility of following Activision Blizzard’s lead appears clear, fellow publishing heavyweight Electronic Arts has moved to reassure gamers by insisting it has absolutely no intention of increasing its software price points.

However, despite the potential price increases Activision Blizzard’s move could provoke, it is worth noting that the standard pre-order GBP price currently offered by Amazon.co.uk is 44,96 GBP, while both HMV and GAME place the standard version at 44,99 GBP.

Those interested in the Prestige Edition pack, which comes with fully functioning night vision goggles, should expect to pay around 120 GBP, while the SteelBook limited edition version costs approximately 70 GBP.

The Tech Herald: Videogame industry in biggest decline since 2000

The Tech Herald: Modern Warfare 2 comes with night vision goggles

 

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