Zelnick: Preordini GTA VI Sbilancati verso l'Edizione Latest from 100 Dollars – Il Motivo
Following the recent indiscretions regarding the Netflix documentary "Grand Theft Auto VI: An Extended Look" and Take-Two Interactive's statements during the recent conference call on results, CEO Strauss Zelnick released further interviews. In an interview with CNBC’s Squawk Box, Zelnick offered a more detailed overview of the advances for Grand Theft Auto VI. During the conversation on the offer at two levels of price, Zelnick expressed his disappointment at the idea that the demands were balanced, stating: “Really, you’re unbalanced towards the premium edition.” This probably reflects the fact that the most passionate consumers are those who are pre-ordering now. While maintaining its reluctance to disclose specific numbers, this statement coincides with the expectations of many. Those who put money into play in this way are the most likely to want every exclusive vehicle, weapon variant, store and lateral activity that Rockstar has blocked behind the Ultimate Edition. Actual sales may however differ once the launch of the game approaches and enters the mix occasional buyers, but at the moment the $100 version is winning among the most avid fans of Grand Theft Auto. Zelnick did not finish the discussion on the price. He spent time explaining why Take-Two and Rockstar had chosen the prices of $80 for the standard edition and $100 for the premium one first. He referred to Grand Theft Auto V as a clear proof of long-term value: “We have sold 230 million units and continues to succeed through three generations of consoles. So, in this case, it is and remains the leading standard not only for our company but also for industry in the last 13 years.” He did not say that GTA 6 will reach that figure, but history provides the basis for the current strategy. Finally, Zelnick reiterated what was previously said about the provision of value: “We have established a basic price of 80 dollars, a price of 100 dollars for the standard edition and a price of 100 dollars for the premium edition. And I think most people thought that if we wanted to exercise it, we would have had a great power to fix prices. Our task, as we see it, is to provide more and more value to the consumer than we pay. And we want to do it repeatedly.” He added that the consumer’s experience is “the intersection of the object itself and of what you paid for”, and that the goal is to make people feel revenue rather than suffer at prices. “We would never want people to feel like this was out of my league.” Paradoxically, a basic price of 80 dollars already exceeds the standard price of the previous generation and the Ultimate Edition asks for another 20 dollars for content interwoven in the main narrative, so Rockstar and Take-Two have already paid many players who would prefer to spend less, especially at this time. The only reason they can get away with it is because it's GTA 6 and Zelnick's comments on unbalanced preorders coincide with what consumers have repeatedly said and proven to be willing to pay for it. After all, when unexpected stories happen like that of the grandmother who is pressed to buy a $80 edition. . Non mi stupisce affatto. Quello che noto e’ un trend abbastanza consolidato nella saga GTA, soprattutto a partire da GTA V: l’acquisto dell’Ultimate Edition è quasi sempre guidato da un gruppo ristretto di giocatori, quelli appassionati che vogliono assolutamente tutti i contenuti aggiuntivi esclusivi, le auto rare, le armi speciali. Sembra che la strategia di Rockstar sia quella di creare una sorta di "effetto collina", spingendo i più ricchi a spendere per avere l'accesso ai beni di lusso, sapendo poi che anche gli altri si sentiranno obbligati ad acquistarli per non rimanere indietro. Ricorda, nel documentario Netflix hanno fatto un’analisi delle tendenze d’acquisto degli utenti, e mi sembra che questo sia esattamente ciò che stanno puntando a replicare. La citazione di Zelnick sul "valore da fornire al consumatore" è una scusa opportunistica per giustificare il prezzo elevato dell'edizione premium, ma la verità è che sta osservando una dinamica familiare nella community GTA: un’elite di giocatori disposti a spendere per ottenere un vantaggio competitivo. E visto il successo di GTA V in termini di vendite e il suo impatto duraturo sull’industria, non mi stupirebbe se anche GTA VI seguisse lo stesso percorso, almeno inizialmente.
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