Activision defends its pricing on MW2

Monday, 5th October 2009 10:36 GMT By Johnny Cullen


Activision UK managing director Andrew Brown has defended the publisher’s position on giving a £55 RRP to Modern Warfare 2.

When the price was announced, a lot of people weren’t happy chappys and even threatened to boycott the game. But Brown insists it is a tag that is justified.

“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,” said 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.”

More at MCV.



  1. Blerk

    Bullshit. You’re charging extra because you know people will buy it anyway. Nothing more, nothing less.

    Also: Grammar Nazi says “its”, not “it’s”, Mr Headline. :-D

    #1 5 years ago
  2. trav

    “Our salaries need topping up and what better way to do it than getting the consumer to pay for it. I mean, come on, we don’t make the games, but we sure as hell greenlit them just for you.”

    #2 5 years ago
  3. Ghost_Dog

    Yeah, I’m sure that there is a massive risk involved in releasing a game called ‘Call of Duty: Modern Warfare 2′, the sequel to the biggest hit of the past few years.

    A load crap! They’re just greedy bastards.

    #3 5 years ago
  4. rrod360lol

    @Blerk “You’re charging extra because you know people will buy it anyway”

    That’s what he said with “there is a spectrum of what people can afford and what people are prepared to spend” isn’t it ?

    #4 5 years ago
  5. Quiiick

    Do not buy this game!
    Boycott Activision !!!

    #5 5 years ago
  6. rrod360lol

    Stop whinging anyway. If you lot had your arses even vaguely sorted out you’d have pre-ordered it from argos at 35 quid like the rest of us did :D

    #6 5 years ago
  7. DrDamn

    And these reasons don’t apply to the US because?

    #7 5 years ago
  8. Blerk

    They own guns.

    #8 5 years ago
  9. ybfelix

    Do you have game consumers’ union in UK? You could try to organize a strike or something..

    #9 5 years ago
  10. rrod360lol

    I like the idea of a gamers strike. “Unless you make them cheaper we’re going to stop sitting on our arses playing games all day”

    At least obesity levels might drop ;)

    #10 5 years ago
  11. Blerk

    Chances are the supermarkets will price-gouge it down to £30 or so anyway.

    #11 5 years ago

    There’s not much point ybfelix.

    I don’t think that the amount of people willing to boycott this game that would have bought it before is going to hurt Activision in any significant way.

    Anyway, I don’t think that many of the afore mentioned people are going to be complaining about paying another £5 once the hype reaches fever pitch and they see the reviews.

    #12 5 years ago

    It was £37 on pre-order at Tesco, but that deal seems to have ended now.

    I’m sure that there will be deals all over the place between now and just after release.

    Especially at the supermarkets.

    #13 5 years ago
  14. Blerk

    It’d be really funny if it was actually rubbish. :-D

    #14 5 years ago
  15. Freek

    The sequel to one of the best selling games of all time, already expected to far out sell previous installments in the well known franchise.

    There’s allot of ways you can describe that situation, however “risky” is most definitely NOT one of them.

    #15 5 years ago
  16. mington

    Turok on the N64 was 70 pounds on release.

    I’ll happily pay 55 quid for MW2 coz i know i’ll get my moneys worth worth online play. (i rent almost all my other games, which saves me an absolute fortune)

    But the fact is i wont pay 55 anyway, as all the super markets will be selling it at 40

    #16 5 years ago
  17. Progguitarist

    It’ll be more tasteless “shoot teh evil terrorist” nonsense if you ask me. Won’t be buying it based on the fact that I just can’t bring myself to like COD games at all.

    #17 5 years ago
  18. Freek

    You could send them flowers instead, but that would make for a really boring FPS.

    #18 5 years ago
  19. Progguitarist

    …or they could try to write a story that isn’t one dimensional and is aimed at 15 year old yanks.

    #19 5 years ago

    What are you talking about?

    This isn’t Wuthering Heights!

    It’s a game with its roots in the 2nd world war!

    Did you even play CoD4?

    Do you even know what sort of story is in there??

    #20 5 years ago
  21. El_MUERkO

    i’m getting the PC version, i suppose they could try charge us £50/$80/€200 for it but then the internet would melt from the torrent activity :)

    #21 5 years ago
  22. Progguitarist

    Yes, I played COD4 and I thought the story was horrible.

    #22 5 years ago
  23. Freek

    There were terrorists in Cod4 yes, but I wouldn’t call it one dimensional at all. There was allot more to it then that, wich is why the story globe trotted between US marines in the middel east and UK SAS troops in eastern europe.

    But at the end of the day, it is still a shooter, not an RPG with complex character development.

    #23 5 years ago
  24. SticKboy

    It’s disparity in pricing between the North American and Euro/UK SKUs that’s really shocking. Europuns are basically subsidising the North American roll-out.

    #24 5 years ago
  25. Grimrita

    Someone has to pay for the extravagant launch parties for the Press

    #25 5 years ago
  26. cachucha

    im pretty sure modding mwf its pretty expensive and if we cant have mwf2 demo, just install or play cod4 since its pretty much the same.

    #26 5 years ago
  27. blackdreamhunk

    GREEED! how about big busness stay out of gamers way. we don’t like you.

    #27 5 years ago
  28. Monk

    so £55 equal in dollars ??

    #28 5 years ago

    Eighty seven dollars and sixty nine cents.

    #29 5 years ago
  30. freedoms_stain

    “people are saying it’s worth it.”

    I’m not, I have never bought an FPS set in the modern day without some sort of cool twist like Far Cry or FEAR and I probably never will.

    #30 5 years ago
  31. II al3grab II

    okay mr u said that u and ur teame take time to
    develop the game , no ! u just improved the game ,
    there r games take lot of years and use new engins
    only for one game and u come and u say u developed
    the game u do all of this cauze u know that all
    gamers are gonna to buy this game and im from
    them , holy shit !

    #31 5 years ago
  32. Monk

    hmm, ok thanks G1GA <3.


    #32 5 years ago
  33. MushroomStamp

    This game will kick ass and you will pay whatever they ask, or you will be the guy sitting on the side wanking watching everyone else have a great time.

    As far as Story.. pfft.. whatever.. I beat COD4 compaign and couldn’t tell you what the story was… nor do I care.. this game was all about Multi-Player.. just like the sequel will hopefully be.

    #33 5 years ago
  34. moon2

    go to hill withe your game

    #34 5 years ago
  35. moon2

    look this page :
    in kindom of saudi arabi

    #35 5 years ago
  36. Gekidami

    Does Satin live in Hill?

    And i didnt think i’d need this again today but: LOL WUT.

    #36 5 years ago

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