Namco feels that game prices are too high

Thursday, 20th May 2010 23:00 GMT By Stephany Nunneley


Namco Bandai feels that games have become too expensive, and its vice president believes that companies need to come up with a secondary business model that satisfies both the consumer and the publisher.

Speaking to MCV at the firm’s showcase in Barcelona last week, Olivier Comte said that publishers need to also try to get licensing costs down to pass the saving onto retail.

“I am convinced that in the future we must change the price of video games – they’re too expensive for the audience,” he said. “With the cost of development and the retail margins, £40 is a fair price [to us], but for the consumer it is too much.

“From September to December there are three new blockbusters every week, and consumers just can’t afford to buy all that.

“A good price of a game should be around £20 – but for this price we can’t make a ten to 15-hour adventure. So for £20 we should offer consumers four to five hours of gameplay, then after that we can make additional money with DLC.

“I feel all the big video game companies need to join together in a worldwide summit to discuss the future of our industry. I think we have to pull our thoughts together.

“Games just have one model, the sale of the product either as a box or a digital download. So we need to think about how we can develop a secondary business model.”

Comte also said that DLC was another way that to bring down the price of games, while still being “attractive to consumers”.

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  1. xino

    yes but bastard people like Activition thinks they are too cheap and wants to raise the price higher, example MW2 that cost £55.
    Black Ops price may increase or stay in £55 just like MW2.

    #1 5 years ago
  2. Alakratt

    Am I dreaming? A publisher wanting lower prices?? There IS a god!!

    EDIT: After reading the whole thing I’m not so sure having games sold piece by piece is such a good idea. It kinda leaves room for companies AND stores to charge more for less.

    #2 5 years ago
  3. AHA-Lambda

    with the immense cost of dlc i agree with him

    #3 5 years ago
  4. bytemap

    How about going to what 2K did at one time, $20 or £14 would be great. I remember them doing that for all their sports titles on the Original Xbox and PS2.

    Then EA came over and bought the rights to most of the sports franchies forcing out 2K Sega to find other ways to make the game.

    Makes me wonder that their is now REAL reason to charge such an absurd amount on a game. It’s just a quick fix, it is pure entertainment that is mostly enjoyed once and that’s it.

    I say go back to that amount. Tell the distributors to stop asking for so much. Give retail a discount and stop trying to be greedy. Does an exec really deserve a $5 Million bonus on creating nothing, but just managing? Where’s the justice there.

    Overpriced in every regard except excellence in quality delivery. Just like Hollywood, and they want to nickel and dime us in DLC. No thank you, I’ll just wait till you make it apart of a GOTY edition or just not buy it at all.

    thank you very much. They are right on the absurd prices, but not on the method they want.

    #4 5 years ago
  5. raoullduke

    i thought this was an attack of common sense untill i saw their proposed soloution.

    these comments + project $10, onlive looming large, games on demand and the increasing popularity of subscription based games make very aprehensive about the future of gaming.

    #5 5 years ago
  6. Blerk

    If £40 is a ‘fair price’ to them, why do they charge £50?

    #6 5 years ago
  7. frostquake

    So 4 hours of game play, at $20…and then make DLC at 4 Hours of play at $20..So a 10 hour game cost $200 and a 15 hour game cost $300…WOW HOLY SUPER SHAKE MIX, this is a MIGHTY EVIL PLAN!!! They are going to sell it up front as cheap buy HOLY FLYING FISH HEADS! It is time for a FREAKING REVOLT!!!! Can some one tell Steph to spin around in place and turn into Wonder Woman and go to Namco and lasso them with her Gold Belt and make them tell the truth!!!!

    #7 5 years ago

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