Modern Warfare 2 (Xbox 360)Activision Raising Prices in the UK for Modern WarfareVGChartz - July 16, 2009
Submitted by noobie (468)
at 2:19PM PST on July 16, 2009
Activision has just sent British retailers the information that Modern Warfare will have the SRP of £54.99 ($90.00). This is a £5.00 ($10) increase from the usual SRP of big games. In an interview with MCV UK Ian Curran, THQ EVP of worldwide publishing, says, "Exchange rates between the Euro and the pound are making it very difficult for publishers to show an acceptable operating margin in the UK."
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For the second tier games, outside of the holiday season, I think that it will deter buyers.
Ultimately, there's only a handful of franchises that have enough of a cachet among their fans that price is irrelevant. I'm thinking the Halos, GoW and CoDs of the world. Maybe a Final Fantasy or Gran Turismo too. Fanboyism is a suitable antidote to price sensitivity.