Let's face up to facts: the entire purpose of being in business is to make money. However, be that as it may, you should also try to avoid ticking off your loyal customers.
Activision has already taken a little heat from PlayStation 3 owners after CEO Bobby Kotick threatened to stop supporting Sony's machine unless they dropped the price. Analysts, developers and journalists everywhere dismissed this (it ain't gonna happen), but Kotick has made another statement that's bound to get some negative attention: according to Spong , Kotick said that if it was up to him, he'd "raise the prices even further" in regards to software. During an investor relations conference call, analyst Tony Gikas asked about the publisher's "comfort level" concerning the more expensive titles they have on tap ( DJ Hero , Tony Hawk Ride , the Prestige Edition of Call of Duty: Modern Warfare 2 , etc.). Activision president and CEO of publishing, Mike Griffith, issued a diplomatic response by saying there has been "very strong retailer acceptance and support for all parts of our plan, including…our price points." Kotick, on the other hand-
"And Tony, you know if it was left to me, I would raise the prices even further."
Yeah, well, that might not be the best idea, Bobby. But before everyone goes ballistic, he may have been referring to the standard $60 price of games, and if that's the case, he does have a point. We have to remind you again that 20 years ago, those cartridges we all loved cost $50 – $60 (sometimes even $70). Taking the extreme advances in technology and inflation into account, we should all be down on our hands and knees thanking the financial Gods that video games have magically stayed about the same price whereas by all rights, they could very well be a hundred bucks apiece.
Even so, Kotick's words won't make him any new friends in the gaming populace, many of whom look at Activision's holiday lineup and go, "um…well, I guess I can get one of 'em…."