Activision CEO Says He Would Raise Prices Even Higher

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Activision CEO Says He Would Raise Prices Even Higher

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Bobby Kotick, showing an almost admirable disregard for what people think of him, admitted during the Activision-Blizzard earnings call yesterday that if he could, he would raise game prices even higher than he already has.

At some point, you become so successful that you just stop caring what other people think. They will call you evil, they will call you greedy. They will call you insane, but what do you care - you sleep on top of a pile of money with many beautiful ladies. Activision CEO Bobby Kotick must be at that point. First he threatened to cut off PS3 support entirely, and now he's made a casual admission that comes off as completely callous and greedy but is almost disarmingly honest.

Asked a question during the Acti-Blizz earnings call about price points, Activision's Mike Griffin had this to say: "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."

After which Kotick stepped in and added this: "And Tony, you know if it was left to me, I would raise the prices even further."

Even further might be in reference to Activision's pricing of Modern Warfare 2 in the UK, where the game will run for £54.99 (about $90).

Kotick was probably joking - all the executives reportedly laughed after he made the remark. But that doesn't make it any funnier to me, since it just conjures an image of a bunch of cartoon fat cats laughing it up and wearing top hats and monocles while sipping martinis and eating ribeyes. And you know, even if he was joking - humor's an easy cover for your true feelings. Either Kotick is playing with us and doesn't give a hoot about what people think, or he's just flat out crazy. Gonna go with a little bit of both.

[Via VG247]

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I believe this would be best illustrated by illustration.

Gentlemen, we have a smiling photo to deface, don't you think?

Amnestic (Forum poster) says he would kick Activision CEO in the balls gladly.

Because caring about the consumers you're serving is such a drag.

And people wonder why I have no brand loyalty to Activision.

The man is clearly Tony Blair's long lost brother.

Never mind the greedy backstabbing lieing bit, he's even got the same smile!

Wow, this guy is an evil son-of-a-bitch isn't he? Next thing you know, he's going to suggest raised the prices for WoW subsriptions(which actually might help ween people off of that crack). Seriously, that sort of thing isn't acceptable as a joke.

It seems like the games industry, hell almost all industries, are intent on hating Australia as much as humanly possible. They tack on random time extensions for products and then charge 4 times as much? I know the country was founded by convicts, but I think it's about time we cut them a freakin' break.

You mean CEOs and marketing executives really dont give a shit about people? How is that news? Its a business and its run as so, what speaks to them is profits and deadlines.

He is aware that Gamers are already howling for his blood? This can only make things worse. I call dibs on his trachea.

An Activision CEO wishing he could raises prices higher? Are you fucking kidding me?

OK, is there anything ELSE Activision could do right now to make themselves appear EVEN MORE satanic? Even Kotick's picture looks as if it were taken at his summer home in the depths of hell!

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Say hello to the new face of evil folks!

Why Activision?Why are you making us hate you?
You already lost me buying MW2,why are you trying to lose me as a customer all together?

I truly believe this man is a James Bond villian in the making.

I don't know what goes on in his head. I'm trying to understand what it is with money that makes you go crazy. This guy already makes ungodly amounts of green, yet it seems all he has to say involves him making even more of it.

It's pissing me off, to say the least. What's even more annoying is that he is in fact allowed to do that - Activision is a company, companies need to make money.

I guess what I'm trying to say that I wasn't expecting any goodwill from Activision, but damnit, this is going overboard. I would like to say that I'm going to completley stop buying any of their games, but I play WoW, so that's not going to happen. Regardless, I already decided to not get MW2 and instead buy two copies of Brutal Legend.

Give me the picture...me and my art friends would make him look like a ken doll in drag!

And seriously, how much is Modern Warfare 2 going to cost, I don't wanna give an arm and a leg for a damn game.

So Kotick thinks consoles should cost less and games should cost more.

what a dick.

Unless of course he's now fully aware of his public image and is screwing with people's heads, in which case he's the richest troll in the world.

Amnestic:
And people wonder why I have no brand loyalty to Activision.

In my case it's because of their treatment of the Call of Duty franchise. What was once one of my favourite game series has been murdered, buried, dug up again, and handed over to Treyarch to do questionable experiments with. I realise they do it with all of their franchises, but CoD was one which I particularly liked.

Whether he was joking or not, this isn't exactly going to benefit Activision's image. Although, given most people's opinion on them, it could hardly get much worse. Maybe he's just decided to wing it and do whatever the hell he wants to do.

Dude's crazy. I can deal w/ that, as long as I don't have to pay out the ass for SC2.

NekoiHiokans:
Give me the picture...me and my art friends would make him look like a ken doll in drag!

And seriously, how much is Modern Warfare 2 going to cost, I don't wanna give an arm and a leg for a damn game.

RRP is £55 in Britain, though a number of retailers (Play.com, GAME) still have the price listed at a more normal price of £30-40 last I checked, seemingly bucking Activision's desire to price gouge.

Whether that changes between now and release remains to be seen.

fix-the-spade:
The man is clearly Tony Blair's long lost brother.

Never mind the greedy backstabbing lieing bit, he's even got the same smile!

Oh crap, he does. I need a new avatar...

Amnestic:

NekoiHiokans:
Give me the picture...me and my art friends would make him look like a ken doll in drag!

And seriously, how much is Modern Warfare 2 going to cost, I don't wanna give an arm and a leg for a damn game.

RRP is £55 in Britain, though a number of retailers (Play.com, GAME) still have the price listed at a more normal price of £30-40 last I checked, seemingly bucking Activision's desire to price gouge.

Whether that changes between now and release remains to be seen.

Ick...that's sounds expensive, I don't even wanna know the amount US, guess I'll just have to have a heart attack when I go to buy it.

why wouldn't he or any other business not want to sell their product for as much as they can

You know, there's nothing wrong with a company wanting to make money, but publicly stating you'd prefer to gouge the customers even further then the you already are, on the eve of the launch of one of the more popular franchises currently available...even to joke about it is telling enough, as Keane states.

So, let me get this straight, they bail on Brutal Legend, and once it's completed somewhere else, they step in and try to stop it. He complains about the PS3's price point, and lack of market penetration, causing his own royalties to suffer, and now after marking up MW2 as a 'test', he comes right out and states he'd raise them permanently. There's a difference between wanting to make money, and bending your consumer base over.

Not saying I won't ever buy Activision games again, but this will certainly make me think twice about it, before doing so.

Now I liked Activision because it made the Spider-Man games but this really pisses me off. I mean why raise the prices?

xmetatr0nx:
You mean CEOs and marketing executives really dont give a shit about people? How is that news? Its a business and its run as so, what speaks to them is profits and deadlines.

I have no problem with this guy doing his job, I just love how transparent he is about it.

First he threatens to cut support from Sony and the PS3 because "They need to lower the price!".
Then he price-gauges European customers as a "test".
Now he's saying that he wants to raise the price even more.
Oh, and lets not forget the whole Brutal Legend conundrum, trying to keep a game everyone is anticipating from ever being released.

In jest or not, I think I have permission to rip his face off.

jamesworkshop:
why wouldn't he or any other business not want to sell their product for as much as they can

There's a difference between selling a product for a sensible price and selling a product by price-gauging.

You evil sack of greedy crap. We already pay 60$ for games, and not everyone makes your ridiculus blizzard salary. He's just a greedy fat cat.

Keane Ng:

xmetatr0nx:
You mean CEOs and marketing executives really dont give a shit about people? How is that news? Its a business and its run as so, what speaks to them is profits and deadlines.

I have no problem with this guy doing his job, I just love how transparent he is about it.

You think that shocks you, try working around these guys all day. Currently the CEO of wells fargo is about 10 feet away from here. You should hear these guys talk amongst themselves at lunch.

Jumplion:

jamesworkshop:
why wouldn't he or any other business not want to sell their product for as much as they can

There's a difference between selling a product for a sensible price and selling a product by price-gauging.

Hey, he wants to "make some damn money"

Soon all games everywhere will be as expensive as they are in Europe's mainland and Australia.
And then, they'll get even higher!

Doc Theta Sigma:
He is aware that Gamers are already howling for his blood? This can only make things worse. I call dibs on his trachea.

Dibs on Achilles Tendon. Put some salt and Alveoli on it and you've got yourself one tasty treat!

I think the lower half of his body is a pair of hairy balls in scrotum..yes scrotum, ah ya-ta-ti-di-di-daaaaa

FUCK NO FUCK NO, FUCKING HELL NO!

Why the hell does the UK have to take all the fucking shit from the video game market!? WHY?

Do people think it's fair to be bullying us? Fucking hell...I'm pissed off, it's just gonna get worst, I knew it.

Dyp100:
FUCK NO FUCK NO, FUCKING HELL NO!

Why the hell does the UK have to take all the fucking shit from the video game market!? WHY?

Do people think it's fair to be bullying us? Fucking hell...I'm pissed off, it's just gonna get worst, I knew it.

We are getting the better special edition of Assassin's Creed 2, if that's any consolation.

AceDiamond:

Jumplion:

jamesworkshop:
why wouldn't he or any other business not want to sell their product for as much as they can

There's a difference between selling a product for a sensible price and selling a product by price-gauging.

Hey, he wants to "make some damn money"

I said change it to "needs" some damn money, damnit! But regardless, at least we know that Sony is trying to lower the price. I can't say that this isn't a common thing with many business, raising prices and such, but the insane hypocrisy that is this Kotick guy is what really tosses this over the edge.

Price gouging: the sport of dead men.

And it seems Activision is becoming quite the athletic group, if you get my drift.

Also, I'm still laughing from the hypocrisy/irony spewing from this guy's mouth.

Well i know one person who won“t be buying COD:MW2

What kind of madhouse is this?!? Actually I saw this coming, you make a game that could have knocked a king off the throne then you turn into a dick.

Jumplion:

AceDiamond:

Jumplion:

jamesworkshop:
why wouldn't he or any other business not want to sell their product for as much as they can

There's a difference between selling a product for a sensible price and selling a product by price-gauging.

Hey, he wants to "make some damn money"

I said change it to "needs" some damn money, damnit! But regardless, at least we know that Sony is trying to lower the price. I can't say that this isn't a common thing with many business, raising prices and such, but the insane hypocrisy that is this Kotick guy is what really tosses this over the edge.

While we may be disagreeing on some things that I obviously won't go into because it's more off-topic than I'm already getting, I agree with you that Kotick is being a massive hypocrite unless he was actually joking and either

A) is so dense he doesn't realize how hated he is right now or
B) Knows people hate him and now he's just messing with them.

I don't really have any insight to his mindset other than that shit-eating grin in the pic that always gets used here, so I can't say for certain.

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