Take- Two Inter­ac­tive, the pub­lish­er behind all 2K games, has announced that NBA 2K21 will cost $70 on next-gen­er­a­tion con­soles. The com­pa­ny is the first in the indus­try to raise the price of a stan­dard game, with CEO Strauss Zel­nick explain­ing why he feels the increase is justified.

In an inter­view with GameIndustry.Biz, Zel­nick­’s first rea­son­ing was that prices haven’t seen an increase for quite some time. “There has­n’t been a price increase for front­line titles for a real­ly long time, despite the fact that it costs a great deal more to make those titles.” He goes on to add that expe­ri­ence offered is worth the added $10 price tag, “we think with the val­ue we offer con­sumers… and the kind of expe­ri­ence you can real­ly only have on these next-gen­er­a­tion con­soles, that the price is jus­ti­fied. But it’s easy to say that when you’re deliv­er­ing extra­or­di­nary qual­i­ty, and that’s what our com­pa­ny prides itself on doing.”

He also stat­ed that he can only speak for Take-Two, and he does­n’t expect to the rest of the indus­try to fol­low suit. 

“We just speak for our­selves. Obvi­ous­ly, we don’t speak for the indus­try and the indus­try nat­u­ral­ly does not coor­di­nate on these mat­ters, to say the very least. The pric­ing has to reflect the qual­i­ty of the expe­ri­ence, and we aim to pro­vide the best expe­ri­ences in the busi­ness. And from our point of view, it’s an extreme­ly mod­est price change giv­en that prices haven’t changed for a very long time.”

Oth­er pub­lish­ers have yet to announce if they are chang­ing their prices. Increas­es may also be impact­ed by upgrade offers like EA’s Dual Enti­tle­ment and Microsoft­’s Smart Deliv­ery.