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Price Warfare

Gi.biz:

Activision's decision to price Call of Duty: Modern Warfare 2 at GBP 10 above the normal SRP for console games in the UK is still being digested by the games market and gamers alike. The company protests that the decision is purely based on economic factors - the weakness of the pound on the currency markets and the rising costs of development. Just about everyone else, however, is calling a spade a spade - this is a cheeky testing of the water, to see whether the market will support higher SRPs for major releases.

On the face of it, it's a downright awful time to test this premise. The full effects of the recession are starting to be felt in the UK, with rising unemployment and many workers facing pay freezes or reduced shifts. After years of inflation, the City now frets about the possibility of deflation - which would leave more expensive videogames looking even more out of place.

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