When I think of Activision I think of three things. I think of Call of Duty, I think of Guitar Hero, and I think of a dude with too much money standing up through the sunroof of a limousine alongside two high-class escorts, drinking champagne from the bottle whilst throwing mad Benjamins into the wind. And then I read this sick filth about Modern Warfare‘s price increase in the UK and I think of a fourth thing, which is much like the third except now said dude is a bloke sipping Earl Grey and making it rain British pounds.
If you’re to believe analyst Michael Pachter, my preconceived notion of Activision isn’t so far off. He believes that “Activision knows it has a ‘hot’ game, knows that the market will pay an additional 10 per cent, and has decided to increase price accordingly”. Awesome, right? Not only that but it seems earlier claims that said a weak pound are also to blame for the increase are pure baloney, as Call of Duty: World at War had a cheaper price when the pound was even worse off.
The bottom line is, as Pachter puts it, this is a “one-time test”. If gamers go out there and happily drop their earnings on this much anticipated title despite the unfortunate price hike, then it’s likely we see more of this kind of shenanigans in the future. It’ll surely be interesting to see how consumers react, especially given how COD5 DLC continues to sell like hotcakes filled with crack cocaine and sexual favors. We’ll see come November when the game hits store shelves.