Activision has said that it is confident of its current pricing strategy with its gaming line-up, and its CEO Bobby Kotick wants to see further price increases for software.
With the company recently announcing its pricing for COD: Modern Warfare 2 in Europe and with Tony Hawk: Ride set to retail for $200 AUD, Activision look set to set a standard when it comes to high-priced gaming collections.
When Activision executives were asked about the company's recent pricing strategies and the response it got from retailers, Activision's boss Michael Griffith said:
".. 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."
"... You know if it was left to me, I would raise the prices even further," before stating that pre-orders for Activision products were an indication that consumers were comfortable with current pricing levels.
"As far as the premium priced product, you know, collector's editions and things like that, I'd say we're seeing probably more interest than we have in the past on the collector's editions, so that's a pretty good indication of the interest in these franchises," said company CEO Bobby Kotick.