Actvision Doesn't Understand Price Controversy

Activision Blizzard's UK management team have been talking to MCV. That's MD Andrew Brown, sales director Roy Stackhouse and marketing director David Tyler. In the interview they've talked about pricing generally and obviously for Modern Warfare 2.

Andrew Brown says,"There’s not anything in life that’s not price elastic. If it’s free everybody will have it, if it’s more expensive less people will buy it. Price at retail moves up and down all the time depending on how successful a product is or isn’t. I think there is a lot of controversy over I don’t know what?

Asked if people understand their position, David Tyler, comments, "In many respect the oddity is how product prices in this industry have gravitated towards certain narrow price corridors, when the actual quality of experience can differ dramatically."

In terms of the special editions, however, Roy Stackhouse has this to say, "It is like becoming a fan of the football team. That’s my game, that’s my franchise. So when a game comes out first, I want it first and I want to have all the collector’s editions. So the demand is out there, and it's one of the key learnings we’ve had from the Blizzard side of the business. The biggest fans need to be looked after because they’ve often been there from day one."

Read the full interview here.