Publishing giant EA insists it will not follow Activision's lead in raising the SRP of its biggest titles this Q4. A company spokesperson told MCV:
"There has been no change in our trade pricing policy and there will be no change in RRP."
Meanwhile, one UK boss of a top global publisher spoke anonymously to MCV – and defended Activision's position:
"Retail moans to MCV, because they want a massive game like Modern Warfare for next to nothing.