Thu, Aug 06, 2009 | 14:30 BST

Kotick: I would raise game prices even further

bobbykotick2

Forgot about this last night. In the Q&A part of the Acti Blizz earnings call, Bobby Kotick said he’d like to see game prices raised even further.

The response came after Mike Griffith answered an analyst question on price points. Here it is in full:

Michael J. Griffith

And then on the second question, Tony, on the pricing, we’ve had for all of our launch titles in the back half of this year, some of which contain peripherals, as you point out, very strong retailer acceptance and support for all parts of our plan, including our merchandising plans, our marketing programs, and our price points.

Robert A. Kotick

And Tony, you know if it was left to me, I would raise the prices even further.

Here’s the Seeking Alpha transcript. After he said it, all the execs started laughing and there was a pause before the next question.

So there you go. £70 here we come!

Thanks, Psychotext.

57 comments

#1

No_PUDding
06/08/09, 2:34 pm

Take him out the back and hang him.

/South African accent

#2

Psychotext
06/08/09, 2:35 pm

My momma told me if I don’t have anything nice to say… not to say anything at all.

/zips lips

#3

No_PUDding
06/08/09, 2:36 pm

Your momma never knew Bobby Kotick (or did she?).

#4

No_PUDding
06/08/09, 2:37 pm

Bobby “the milkman” Kotick

#5

Johnny Cullen
06/08/09, 2:37 pm

Ehh, joke or no joke, it makes me sick hearing that.

Even EA weren’t that arrogant when they were shit as far as I remembered.

#6

No_PUDding
06/08/09, 2:37 pm

Psycho is Kotick’s lovechild

#7

No_PUDding
06/08/09, 2:38 pm

No… I shant slow down, posting comments VG247!

#8

Artheval_Pe
06/08/09, 2:40 pm

Yeah, Activision, continue to raise prices until gamers go buy their games elsewhere. Say what you want against EA or Ubisoft (bad DRMs, poor ports, shallow games), but a least they’re not such douchebags.

#9

Patrick Garratt
06/08/09, 2:40 pm

hahaha

#10

Harry
06/08/09, 2:44 pm

I wonder when exactly EA managed to offload the cursed monkey hand onto Activision.

#11

SunKing
06/08/09, 2:53 pm

Hah, I bet you would, Kotick.

#12

JesteR
06/08/09, 2:54 pm

And then they will whine that people will download the games of torrent….. Really wtf i guess they are just greedy bastards like the rest of the human race. But seriously game prices are already high enough.

#13

justiceblob
06/08/09, 2:56 pm

@Harry probably about the second that Actiblizz came into fruition.

Kotick is taking this too far now, surely he realises that COD is activisions only CONSOLE franchise that people are so rabbid about that they would pay any price for it, everything else they put out these days just screams, ‘meh’

#14

Whizzo
06/08/09, 3:01 pm

That’s some very strong crack they’re smoking in the ActiBlizz boardroom.

#15

dirigiblebill
06/08/09, 3:05 pm

Hopefully this is one of those “harmless joke out of context” situations, because I for one have never bought a game at the current “standard” RRP, let alone 70 quid.

/rifles through old trade-in vouchers

#16

No_PUDding
06/08/09, 3:06 pm

That’s not even true Whizzo.

I mean, they almost have complete carte blanche to do what they like, with the stregnth of their IPs.

And the fact they KNOW the mainstream consumer can afford upwards of £100 on just one game (Guitar Hero) means they can be very confident, it applies to other games.

Perceived value involving the guiatr itself is nothing. If people WANT a game, they are willing to pay upwards of £100, and that is why there is no crack being smoked.

Activision are just the top dogs of the moment, and are flexing their muscles. Nothing more.

#17

Freek
06/08/09, 3:07 pm

I woulden’t want to be working at Activisions PR departement at the moment. Everytime this guy opens his mouth bad press comes out.

#18

No_PUDding
06/08/09, 3:08 pm

I would… I bet the bonuses are huge.

#19

Whizzo
06/08/09, 3:10 pm

Raising prices during the worst economic situation for generations requires either insanity or the use of recreational pharmaceuticals, I look forward to their profits warning next year.

#20

No_PUDding
06/08/09, 3:13 pm

All it means is that they will be buying Modern Warfare 2 and nothign else.

Or DJ Hero and nothing else.

There’s nothing crazy about it. People want the game, they buy the game.

#21

haliotis81
06/08/09, 3:16 pm

Just cut Robert A. Kotick’s salary. Stop indirectly asking for more salary.

#22

joshua nash
06/08/09, 3:41 pm

holy shit, this now makes him the biggest fucking tool in all creation, the fucking arrogances he has is disgusting and disturbing all at the same time

#23

freedoms_stain
06/08/09, 3:41 pm

“Hey, lets drive all our business away” that’s a sound business model if ever I’ve heard one.

#24

SticKboy
06/08/09, 3:43 pm

His eyes are *awfully* close together.

#25

Lutz
06/08/09, 3:45 pm

Prices do need to rise. I think £70 is pushing it mind.

#26

El_MUERkO
06/08/09, 3:51 pm

i’m buying the PC version of CoD … when i feel like it

£20 December Steam Sale here we come!

#27

Psychotext
06/08/09, 4:02 pm

“Psycho is Kotick’s lovechild”

That’s why I must destroy him in epic battle (possibly after losing my hand or something).

#28

No_PUDding
06/08/09, 4:04 pm

I think that sounds fitting xD

#29

tont
06/08/09, 4:08 pm

Properly offensive pricing – of course retailers love it, as it’s more margin for them.

The interesting thing about MW2 is it’s the only top-tier franchise Activision has that doesn’t rely on a fancy peripheral. Even Tony Hawk has gone down that route, presumably in some facile belief that adding pretend toys to games is what constitutes progress, rather than making them look like lazy bodges, leading to the creative bankrupcy (and diminishing returns) that licence-heavy, low-creativity iterative IPs like GH actually represent.

Adding approximated real-world peripherals really saved the arcade industry from stagnating into a mire of hideously-overpriced, contiunally recycled ‘experiences’ rather than actual games, didn’t it?

The horror for me is that MW3 *WILL* have its own range of plastic guns. You can pretty much bet on it, as well as a £100+ price tag. FUCKERS.

#30

SticKboy
06/08/09, 4:14 pm

Shit tont, I think you might be bang on the money with that. If not MW3, then certainly MW4. Still, if it turns out to be anything like the old SEGA Menacer, would that really be so bad?

#31

SunKing
06/08/09, 4:18 pm

The thing is, with a higher price comes a perception and expectation of a higher quality product. In the long run they could be setting themselves up for failure.

#32

Lutz
06/08/09, 4:25 pm

Well yeah, cos the Menacer was fucking shit.

#33

Armitage
06/08/09, 4:25 pm

A face only a mother could.. barely resist punching.

#34

theevilaires
06/08/09, 4:30 pm

greedy american pig+small penis=bad economy

#35

deftangel
06/08/09, 4:33 pm

The boy’s been on a real charm offensive this year hasn’t he? Raising prices, threatening to pull PS3 support, attempted block of Brutal Legend and general dropping of anything they can’t “annualise”.

More to the point, Modern Warfare 2 at £55 is one thing. Music games are in a pretty sharp sales decline and practically none of them got canned to Q1 so the there is plenty of scope for cannibalisation.

As for Tony Hawk? How many people are *really* going to buy it? For £99? Both that and DJ Hero may well be pretty good games but have limited appeal in mass market terms, IMO.

I’d like to see if he thinks Blur is going to fly out at £55 quid.

#36

Robo_1
06/08/09, 4:33 pm

Bobby endearing himself further to the people who keep him in a job I see.

Will you look at that shit eating grin though… Just for once I’d love to see him post disastrous results.

#37

theevilaires
06/08/09, 4:35 pm

Tony Hawk+Ride=Epic Fail

#38

Peffy
06/08/09, 4:46 pm

Ohhh…my god! My godness! £70?!It’s too much… :’(

In Hungary: £70 = ~20.000 HUF, and the minimal wage is 71.500 HUF (avarage wage 80-90k HUF)…

£70? It’ll be rubbish… I do not work for a game(s)…

*(Sorry for my bad English)*

#39

Syrok
06/08/09, 4:58 pm

No one forces you to buy games as soon as they come out. For all I care they can demand €140 for it. :)

#40

G1GAHURTZ
06/08/09, 5:15 pm

Bad PR

#41

BraveArse
06/08/09, 5:27 pm

@G1GA – Astonishingly so. Tbh it’s pushed me from wavering over the buy btn to pretty much only buying Acti games from the secondhand section. I can wait quite happily.

#42

G1GAHURTZ
06/08/09, 5:35 pm

Yeah. Tbh, if Acti didn’t have the CoD games, I probably wouldn’t buy a single product of theirs just because of their ever growing arrogance…

#43

fearmonkey
06/08/09, 6:11 pm

I’m glad that while i enjoy Infinity ward’s games (Dont care for the COD’s they havent developed), im not so addicted i cant wait to get the title at a used cost. I think that i’ll plan on getting this one used just to spite Activision.
If this was Bethesda and Zenimax saying this crap, then i would be upset.

#44

Morrius
06/08/09, 6:22 pm

Dear Bobby Kotick.

You’re a cunt.

Sincerely,

Everyone else.

#45

SticKboy
06/08/09, 6:58 pm

I too will be breaking the habit of a lifetime and opicking up CoD:MW2 second hand, only so as to deprive Activision of sales.

Maybe British gamers should start a campaign to get more people involved.

#46

freedoms_stain
06/08/09, 7:33 pm

Raising the price to £70 won’t increase their profits, because only a small percentage of gamers are willing and/or able to cough up that much cash with any degree of regularity, thus all they’ll achieve is excluding the majority of their audience from launch day titles with little/no financial benefit to themselves.

#47

Galactic_Barret
06/08/09, 8:50 pm

I like the sound of that. Boycotting a game sounds so stupid; If you were ever that much of a fan in the first place to be angry over a business decision (L4D2), chances are, you’re going to break down and get it anyway.
However, if you were to petition something like purchasing their games used, you would get more traction; You’re still getting the game, cheaper even, albeit later than some other early adopters. The positives greatly outway the negatives for the consumer, and the publisher gets the worst of it. I would never outright boycott any game from a publisher, but I could definitely get behind buying all of their games used. If anyone deserves that right now, its the voice of Activision.

#48

frostquake
06/08/09, 9:02 pm

Remember my young ones, not long ago a company called NEO GEO released a revolutionary console! To play such a wizard system, one must shell out $199.99 to $249.99 pure gaming cartridge for the premium of playing actual arcade titles at home! You could even take your memory card from the Neo Geo and place it in the memory unit at the arcade, plunk in a quarter and pick up where you left off! They believed their was a Niche for those who wanted true arcade games, a small niche that bathed in pregnant mothers milk and fetal leavings, and they were right! But sadly they only could find a 1000 who would buy and as the SUPER WEALTHY typically do, they became bored and invented a drink called Patron and now they sit by a pool full of jelly and gold caps on their teeth and drink the elixir of the devil and the memory of those ghostly $199.99 cartridges are left like skeletons picked clean by the buzzards of life…AWWWW HELL NO I AM NOT PAYING $70.00 for a freaking game!!!

#49

frostquake
06/08/09, 9:04 pm

Oh and here is how it goes…
1. Games for the Rich
2. Games for Everyone
3. Games for the Rich…I think we are getting to this part quickly!

#50

BraveArse
06/08/09, 10:51 pm

So how do we start a little experimental “Fuck You Kotick” movement then? via twitter maybe? Could use a hashtag for posts regarding it if i knew how to do that…

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