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Modern Warfare 2 enjoys huge UK price hike, costs 54.99 photo
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filed under: #The almighty dollar

It's been a while since I lived in England now, but I still remember how annoying it was to spend £49.99 on a brand new videogame. It looked like things would calm down as I was leaving, with a lot of new games retailing for £39.99. However, if Activision's shocking price hike for Modern Warfare 2 is any indicator, it looks like the recession is giving publishers a license to gouge.

Amazingly, Modern Warfare 2 is going to sell for the hefty price of £54.99! The worst of it is that this is expected to be the first of many videogame price hikes across the UK, with other publishers ready to follow Activision's lead and make fifty-five quid an official price point.

"Exchange rates between the Euro and the pound are making it very difficult for publishers to show an acceptable operating margin in the UK," explains THQ man Ian Curran, apparently speaking in Activision's place. "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. Publishers somehow need to offset this drastic increase in costs. I’m not surprised to see the SRP go up and I feel this will continue across more key titles."

Apparently, UK retailers were prepared for this, claiming that publishers have been "hammered" by the UK economy for quite some time. Meanwhile, Electronic Arts has stated officially that it has no plans to change its own prices, so that's something. 

"Will this affect consumers? I don’t think so," says one anonymous UK publisher. "If a title is this good, will they spend an extra £5? Of course. You can’t blame Activision. They’re entitled to do this – they’ve invested huge amounts."

What do you think? Will you will be buying Modern Warfare 2 for the high, high price of £54.99, or would you rather pay your rent that month?


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98 comments | showing # 1 to 50

Zantetsuken's Avatar
Zantetsuken at 07/16/2009 10:24
Thank Odin for second hand games
Daxelman's Avatar
Daxelman at 07/16/2009 10:26
And 3 years and a sequel later, MW2 will still be 53 Quid Used.
Sexualchocolate's Avatar
Sexualchocolate at 07/16/2009 10:28
FUCK ACTIVISION.

They think they can charge £55 for a fucking game and then cry about the used game market? - Fuck them very much.

I WILL NOT be buying Modern War 2 at £55, no way, no how. I could get 2 recently launched used games for that!

Activision can suck my dick for £55, all of them, one at a time.

If you live in the UK check out www.play.com - they operate from Jersey , thus avoiding british cunt tax, sorry, I mean VAT and their prices are generally £10 cheaper than most places, free shipping and it's usually really quick too.

Still even £45 is a cunt.
xiaolinstyle's Avatar
xiaolinstyle at 07/16/2009 10:28
I dont wanna hear anymore bitching and moaning from publishers about used games when they do this stupid crap.
SetoChaos's Avatar
SetoChaos at 07/16/2009 10:30
"Will this affect consumers? I don’t think so," says one anonymous UK publisher. "If a title is this good, will they spend an extra £5? Of course."

No, I won't spend an extra...wait, what? £5? Sorry, but I thought this game was retailing for £55? Oh, it is? Then won't that mean it's actually an extra £15? Yes, it will. I don't tend to see games over £40 and will certainly not be buying this at that price.
Daxelman's Avatar
Daxelman at 07/16/2009 10:31
@Sexualchocolate: I wouldn't trust play.com, just because they operate in Jersey.

Did you not read the other article?

Hell, not even House can make Jersey seem relevant.
walkyourpath's Avatar
walkyourpath at 07/16/2009 10:32
But according to Kotick, it's Sony that needs a price cut? "Mr. Kettle? Mr. Pot is holding on line 2. He says it's important."

/facepalm

Man, that guy sure has some brass ones.

In other news, Jim wins +10 internets for a LockJaw header image.
ChainThrow's Avatar
ChainThrow at 07/16/2009 10:35
You know, given how retarded the hardware manufacturers have been about exchange rates (apparently £1 == $1 to Sony, Nintendo and Microsoft), it's surprising we're not already paying more.

This is not a good decision for them to make, but it's not like I was buying this game new anyway. Activision-Blizzard isn't a company worth supporting. It should go pretty cheap used. Hopefully their sales see a massive hit from this and they make an effort to at least conceal their cartoonish villainy.

You'll never top GTAIV with any Call of Duty at this rate, Mr Kotick.
Doos's Avatar
Doos at 07/16/2009 10:35
Alright, UK living folk. Here's what you do.. A bunch of you save your cash, get around 1 million bucks together and buy Detroit. Change the name to something you like and you're off!
TheToiletDuck's Avatar
TheToiletDuck at 07/16/2009 10:35
I'm looking at Argos.co.uk right now and the pre order price is 44.99.
Jim Sterling's Avatar
Jim Sterling at 07/16/2009 10:37
"In other news, Jim wins +10 internets for a LockJaw header image."

Can I get another +5 by telling you that he's actually called Trapjaw? :-)
zombiekiller13's Avatar
zombiekiller13 at 07/16/2009 10:39
That's what you get for trying to keep us ruled under the crown...over 230 years ago. You force us to fight for our independence, our game companies give you goofy pricing schemes. Take that, limeys!
aerofan11's Avatar
aerofan11 at 07/16/2009 10:43
@Sexualchocolate - I totally agree with you. How can you say that the game is so good, that it's worth this price?
But Sexualchocolate, what's with the UK hate?
Sexualchocolate's Avatar
Sexualchocolate at 07/16/2009 10:43
play.com are perfectly honourable. i deal with them as a supplier with work and buy games and blu-rays off them all the time, never had a problem.

What's up with them?
Soulwax's Avatar
Soulwax at 07/16/2009 10:47
I've never paid £55 for a game and I never will.
Br0th3rGr1mm's Avatar
Br0th3rGr1mm at 07/16/2009 10:47
Just did the math at current exchange rates...

54.99 pounds = $90.45

What's the problem again?

Seriously, I'm not sure how they can pretend to justify makinjg an extra $30 per sale and claim, "It's just business"....
aerofan11's Avatar
aerofan11 at 07/16/2009 10:47
@Doos, sounds like a good plan. I'm in!
usernamefail's Avatar
usernamefail at 07/16/2009 10:48
I rarely comment, usually it's just to say something anger.

Fuck me though this is a new level of depravity. I will now sit back and say fuck you to this game, if I have to play through fallout one more time so be it.

I might even buy a playstation 3 just so I can refuse to buy it for another console. Will this technically be shafting Activision?

Fuck Activision and Fuck Ian Curran more.
Br0th3rGr1mm's Avatar
Br0th3rGr1mm at 07/16/2009 10:49
Oh...I almost forgot....

WANKERS!!!
Chronic Logic's Avatar
Chronic Logic at 07/16/2009 10:49
I have no idea of the exchange rate of dollars to pounds. But I take it 55 pounds is a lot?
usernamefail's Avatar
usernamefail at 07/16/2009 10:50
Also I bought a discontinued TV from Play 4 years ago, it's been through a friends hands and now his brother has it.

Play are a great outfit, possibly wizards.
Corak's Avatar
Corak at 07/16/2009 10:51
That made me chuckle zombiekiller13

But in all seriousness this smacks of wrong. While I'm sure some people will skip it because of the price, I'm almost certain the vast majority of others won't give a crap and will buy it anyway. Jim knows the people, the trash looking tools he posts pictures of when he does the UK game sames post.
Gemsi's Avatar
Gemsi at 07/16/2009 10:52
Yeah No Sale for me now, and if its like COD4 and WaW it will hardly drop in price either
Uzzy's Avatar
Uzzy at 07/16/2009 10:52
So, when the Euro weakens, are the price of games going to come down in the UK? Somehow I doubt it. I also don't doubt that MW2 will still hit number 1 on the games chart over here at launch. Which will, of course, encourage other games to go for the £54.99 price point. Halo 3: ODST, anyone?

As an aside, I don't remember paying more then £40 for any current game, new, at the high street. Where does this 'anonymous' publisher get the idea that it'd just be a fiver more?

One does hope that this trend doesn't catch on, but my cynical side feels otherwise. Sigh.
Jim's Avatar
Jim at 07/16/2009 10:53
Zantetsuken at 07/16/2009 10:24
Thank Odin for second hand games


Yeah, but the industry is working against you with Steam, PSN, XBL & Co.
Half left's Avatar
Half left at 07/16/2009 10:53
Everyone keep your pants on.

Of course the game won't get released still being £55. It'll get lowered as part of PR publicity bullshit. No game maker in their right mind would sell a game for that. No one would buy it.
walkyourpath's Avatar
walkyourpath at 07/16/2009 10:54
No, but I will gladly subtract 35 internets from my total!

Maybe I just got knock-off toys for x-mas as a boy? I have fond and vivid memories of playing with my LockJaw, BeastPerson, Hombre-a-Brazos, EvilGwen, Bone-ator, FelineAssault, and GuyWhoSmashesOpenDoorsWithHisHead figurines. :)
Havoc Fang's Avatar
Havoc Fang at 07/16/2009 10:55
Chronic, it is nearly $100, I believe.

It'll sell. Brilliantly. And Activision will make an extra pop of money. Because EVERYONE will buy it.

Also, I'm pretty sure people in this fine, wet, dreary country are used to getting pounded into by this kind of thing. Tesco sell cans of coke for £1.34. Ridiculous
MonkeysDad's Avatar
MonkeysDad at 07/16/2009 10:55
...and they wonder why we buy used games.

Un-smegging-believable.

Activision are pulling out all the stops to engender goodwill, aren't they?
"How can we sell more games to customers feeling the pinch?" "Screw 'em! Jack up the prices or add more peripherals!" (See this, DJ Hero, Ride, etc)
Kohlstream's Avatar
Kohlstream at 07/16/2009 10:56
I have noticed PC games going from ~£23 to £30 recently. Activision can fuck off tho, its a massive increase in price.
Jon B's Avatar
Jon B at 07/16/2009 10:57
Play.com are cheaper, but very unreliable from my experience.
ParaParaKing's Avatar
ParaParaKing at 07/16/2009 11:01
Yeah. Also Rock Band isn't over priced in the UK, it has exactly the right price.

Why is Europe always getting ripped off?
gorgomin's Avatar
gorgomin at 07/16/2009 11:07
aww shiiii-

and i actually wanted to buy this game aswell..

i suppose ill find a cheaper version of it SOMEWHERE
Guyver 0's Avatar
Guyver 0 at 07/16/2009 11:08
FUCK ME!
With all the money Activision are gonna be getting for MW2 they should be selling it for £10!!!
and they'd still make shit loads of money on it!
I can imagine smaller title that may not sell as much going for more but not more.
dont activision blizzard make enough money as it is!
Corican's Avatar
Corican at 07/16/2009 11:13
It's still listed as £30(Pc) and £40(Consoles) on all the sites, and most sites run with the 'lowest price from time of order', so even if they hike the price, you'll get charged the low price from when you pre-ordered.

Also; I use Play.com loads, and have not once had a problem.
I've even returned items to them completely hassle-free and would heartily recommend them to anyone who is uncertain.
GoldenGamerXero's Avatar
GoldenGamerXero at 07/16/2009 11:15
You know what Activision? I was starting to think maybe just freaking MAYBE that we were in the wrong? Maybe you guys actually think that the money will help? MAYBE It was helping them make better games quicker. I dunno I thought we might just have been overreacting.

Activision please take this SHITTY, LITTLE PLASTIC GUITAR AND GO FUCK YOURSELVES!



I hope you can see this because I'm doing it as freaking hard as I can!
Berzerk's Avatar
Berzerk at 07/16/2009 11:17
Prices are getting crazy.

I went into Best Buy the other day and Uncharted 1 was 70CAD. Not only have they not released the Greatest Hits $30 version, they increased the price by $10. They're doing a really bad job of making me want to buy new games.
CaptainBus's Avatar
CaptainBus at 07/16/2009 11:20
Makes sense to me.
Retail at RRP of £55 in November, every shipdit with more money than sense buys it in the first week, come the Winter Sale retailers announce ONE THIRD OFF MODERN WARFARE 2 WOW! and they can still sell it at £35.
As a consumer naturally I'm horrified, but it's good business sense.
HiddenAHB's Avatar
HiddenAHB at 07/16/2009 11:22
Modern Warfare is about R$240,00 here in Brazil, that's equal to US$120,00.

So stop bitchin', bitches.
SurplusGamer's Avatar
SurplusGamer at 07/16/2009 11:24
No sale.
CaptainBus's Avatar
CaptainBus at 07/16/2009 11:28
@HiddenAHB Yeah that's expensive but to be fair you get to live in Brazil.
Japester's Avatar
Japester at 07/16/2009 11:29
Online shops have listed the "recommended" retail price of X360/PS3 games as £49.99 for as long as I can remember, but sells the game to the customer for £39.99 (offering a £10 "discount"). I will never pay more than £40 for a game. Never.

If the prices are pushed up hopefully the retailer won't pass it on to the consumer, however this may be the end of £35 pre-orders. Finding those bargains just got trickier.
UglyDuck's Avatar
UglyDuck at 07/16/2009 11:30
Here's a fun fact. HMV still sells Kameo and, occasionally, Perfect Dark Zero for £50. That is UK British Pounds Sterling. But don't worry, it's okay! There are sometimes sales where they are buy one get one free.
Holyetheline's Avatar
Holyetheline at 07/16/2009 11:32
If I lived there I'd pay for it if I had the job I do now... Luckily I live in America where everything is already expensive as fuck.
Super Mega Hyper's Avatar
Super Mega Hyper at 07/16/2009 11:33
I'm gonna trade in all my games and buy them back secondhand to make up for this.
Themightylebeau2009's Avatar
Themightylebeau2009 at 07/16/2009 11:35
Ummm, will this affect the Prestige Edition much?

Anyway, Im going to wait now, trade in few games for a preowned one and fuel that evil preowned buisness they hold so dear.
lemmy21's Avatar
lemmy21 at 07/16/2009 11:35
Modern Warfare 2 for Xbox360 or PS3 can be ordered for £35.99 from Argos.co.uk
You will need to enter promo code Game20 to reduce it to £35.99 from 44.99
XanderSan's Avatar
XanderSan at 07/16/2009 11:50
If people are still going to pay for it eh?

Well then I wont. That's simple enough.
mgmgarcia01's Avatar
mgmgarcia01 at 07/16/2009 11:53
This is still like $8 less than what Australians will most likely pay. Assuming it gets the preemo $120 price tag.... Which isn't uncommon
Drunk Ste's Avatar
Drunk Ste at 07/16/2009 11:54
I've never paid more than £40 for a new game this generation, hell even my local ASDA sells new games for £40.
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