Take-Two Boss Says Video Game Prices Have Been Coming Down For The Past 20 Years

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Strauss Zelnick, chief executive at Take-Two Interactive, has spoken about the controversial topic of video game pricing, asserting that prices, considering inflation, have actually decreased over time. He also emphasized that Take-Two is not trying to squeeze every last penny from players with hidden costs in order to boost profits.

In a conversation with GI.biz, Zelnick expressed his goal that those purchasing Take-Two’s games would perceive themselves as receiving more value than what they initially paid for, emphasizing a strong value proposition.

The goal isn’t to forcefully extract money from consumers by flipping them over and jiggling them; rather, it’s about crafting exceptional entertainment experiences. If we focus on delivering the best entertainment possible, the income will naturally follow. This was his statement.

Some people might argue that Take-Two isn’t following this guideline, given that the annual NBA 2K series is often criticized for its excessive microtransactions. However, despite these criticisms, sales of NBA 2K25, the latest installment, have been impressive, with over 9 million units sold according to Zelnick.

In simpler terms, a significant portion of Take-Two’s earnings comes from what they refer to as “recurrent consumer spending,” which encompasses income generated from virtual currency, additional content, in-game purchases, and advertisements within games. For Take-Two during their recent quarter, this segment saw a 14% increase and accounted for about three-quarters of their total revenue. NBA 2K25 was among the key drivers of this income stream.

During the interview, Zelnick talked about the current pricing scenario of video games, as companies such as Nintendo and Microsoft are now charging around $80 for new releases. However, Zelnick pointed out that when adjusted for inflation, the price for new game launches has actually dropped over the past 20 years. In reality, what was $60 in the ’90s would equate to approximately $80 today, taking inflation into account.

Instead of confirming whether Take-Two might increase game prices to $80, Zelnick emphasized his goal to maximize the value provided in each product, ultimately offering this value at a significantly lower price.

He stated, “It’s part of what we do. I firmly believe that the worth we provide is substantial and increasing, which is exactly what we’re responsible for.

As a passionate gamer, I can’t help but share my excitement about Mafia: The Old Country bucking the trend and going for $50. According to Zelnick, this strategic pricing choice was made with a clear goal in mind – to get this linear, non-open-world title “into as many hands as possible.” It’s refreshing to know that there’s still room for games like these amidst the sea of open-world epics. 2K seems to share my sentiment, expressing their belief that an audience indeed exists for just such a game.

The forthcoming Borderlands 4, a new game from 2K, is scheduled for release in September; however, its price remains undisclosed at this point. Randy Pitchford, head of Gearbox, has also admitted that he himself is unaware of the final pricing details.

As a gaming enthusiast, I can’t contain my excitement about GTA 6 finally dropping in May 2026! Some predict that it could come with a heftier price tag than usual, but opinions are divided on whether it will hit the $100 mark. Based on what industry experts are saying, it seems like folks are growing more open to shelling out more cash for video games. This trend might be why Nintendo and Microsoft have already upped their prices, and even Sony hinted they might follow suit.

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2025-05-19 20:39