Activision defends Modern Warfare 2 price hike

Modern Warfare 2 was always going to sell like crazy in the UK, especially given the ridiculous success of World at War, but Activision decided to bump the price up to fifty-five quid anyway. Activision UK managing director Andrew Brown feels his company is justified in doing this, saying it’s okay to charge fifty quid if you believe people are willing to spend it.

“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,” claims Brown. “This is an industry where things cost a lot to develop and it’s a risky business. We talk about building franchises; it is very expensive to do this from every respect. What we are finding is that for the right products, if you look at the time someone will spend playing something and compare it to something else, people are saying it’s worth it”

Did Brown really try and make us believe that Modern Warfare 2 is an expensive and risky move? An FPS based on an engine that’s already developed and guaranteed to sell millions upon million of copies is an expensive risk? Wow, that’s utter horsesh*t right there. 

Activision, I would respect you a lot more if you just straight-up admitted the real reason for the price hike: You’re greedy and you think you can get away with.

Jim Sterling