“We have announced a price tag of $ 70 for NBA 2K21. We thought we were offering many unusual experiences, many replay opportunities. The last time in the USA the price increase took place in 2005-2006. Therefore, we believe that consumers were ready for this, ” Zelnik said at the Morgan Stanley Technology, Media & Telecom Conference.

However, this does not mean that all Take-Two Interactive games will cost $ 70 – only high-quality projects that really deserve their price. Zelnik added that it is important for the publisher that gamers do not feel like they have overpaid for the game. In other words, a potential Grand Theft Auto VI may well be estimated at $ 70.

“We always want consumers to feel like they are getting much more than we are asking in return, and this is true for our current consumer spending as well. We are an entertainment company. We are here to engage and attract consumers, and if we do that, then monetization will follow, ”Zelnik said.

NBA 2K21 was the first game for the current generation of consoles with a premium price tag. However, the current situation in the Russian market is somewhat different. If in the US they ask for $ 69.99 for the PS5 version of NBA 2K21, then in Russia, it is $57.82, which is $9.42 cheaper than the PS4 version.