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Activision (ATVI Quote) CEO Bobby Kotick is determined to raise prices on video games. But analysts and investors question whether consumers will play along.
Expanding on comments he had made previously, Kotick said this week that his company plans to boost the wholesale prices $10 per unit on top-line title games for next-generation consoles, such as Microsoft's (MSFT Quote) upcoming Xbox 360 -- those titles sell for roughly $50.
The price hike is a key part of Activision's strategy of boosting operating margins during the next console cycle. ...
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