https://wccftech.com/nba-2k21-take-two-games-70-dollars-players-are-ready-ceo/

After sticking to the $60 price point for years, the industry as a whole seems to be moving toward $70 next-gen games, with NBA 2K21 being one of the first titles to announce the move. There’s been a lot of intense debate about the next-gen price hike, but according to Take-Two CEO Strauss Zelnick, players are “ready for it.” Here’s what he had to say at the recent Morgan Stanley Technology, Media & Telecom Conference (thanks to Video Games Chronicle for the transcription).

We announced a $70 price point for NBA 2K21, our view was that we’re offering an array of extraordinary experiences, lots of replayability, and the last time there was a frontline price increase in the US was 2005, 2006, so we think consumers were ready for it.