Bend Over, Britain, Here's Your DJ Hero Pricing

UK retailer ShopTo has told, from Activision themselves, Eurogamer that DJ Hero carries a suggested retail price of GBP 107.99 (approximately $177).

[tonsoffun]

And this raping is coming form the company that threatened to stop developing for the PS3?

Good on ya activision.... you've just ensured that DJ hero won't be a huge success over here.......

At least with the £120 rockband/Guitar Hero packs, multiple peeps could play....

[FamilyGuy]

Activision was on Sony about pricing because they knew they'd be charging a lot for this and that this + the "high price" of the PS3 = bad sales.

Sony should be mad at them, that's the price of a psp. At least with rock band or GH world tour you got a whole set of instruments.

[shocky16]

Xbox 360 arcade units are £130 here.. LOL @ people who buy this.

[badz149]

after ranting about the price of the PS3, they come out with this?? nice job activision! I hope, not only this game, but your whole company will FLOP HARD!

[IdleLeeSiuLung]

It seems most people here forget to take into account:

- higher sales tax in Europe (Norway has a whopping 25% sales tax)
- higher taxes on income/profit
- higher wages
- potentially higher cost due to mandatory warranty
- localization costs (doesn't really apply to this game though or region)
- local customer support costs

All these things factor into a higher cost. For instance an increase from $100 to $200 (100% increase), means that $50 goes to sales tax alone. Mind you that in California sales tax is anywhere from 8-10%. Now from the $150 start factoring in higher taxes on profits, higher retailer cut due to employee costs and taxes, local customer service supports and etc... suddenly that cost isn't really that much of a rip-off. If you have an issue with the cost I suggest you take it to your government and demand lower taxes.

Looking at a dollar to pound value isn't going to cut it when the cost of living is different in different regions. UK is one of the most expensive places to live in next to probably Norway and Japan.

[mastiffchild]

Differing tax laws don't cut it here-we're talking about the UK in any case. A country where we now have shopping tourists buying up electronics among other things so if these companies/shops/retailers feel the need to discount their stock in the UK(allied to a weaker pound Vs Euro or Dollar)to het sales just why do Acyivision think it's OK to rip us off further?

Jeezus! On top of that VAT in the UK is back down to 12% and it costs no more to get from China to the UK than to the States-there's ZERO reason for the price discrepency other than pure greed. I'm sick of firms hiding behind tax excuses that come nowhere near to covering these things.

[Menchi]

And this horrid company are the people talking about HIGH prices?

What on earth do this company think they are?

[MGOelite]

lol wtf, activisions have suddenly become ignorant w@nkers in the space of 6 months

[PirateThom]

Suddenly?

Activision have been slowly usurping EA's position as worst major publisher. Their games are, mostly, terrible. If it wasn't for Call of Duty, they'd just be irrelevent in every way.

[butterfinger]

has really been making strides in a better direction while Activision has been falling fast out of favor with gamers. At least EA has been helping to put out original and innovative IP like Dead Space and Mirror's Edge among others. Activision is also making the delay for Brutal Legend worse as we speak.

[rickyjb23]

what a load of s*it that much for a bit of plastic and a few buttons

[Johnny Rotten]

Up next... the Tony Hawk board, have fun with that summer job kiddies! lol

[Gamer_Politics]

i'd rather buy some real turn tables...

[PirateThom]

So, according to Activision, the PS3 is too expensive.

[mastiffchild]

Even the US price is a massive con but yet again Activision demonstrate their need to be the most hated company in gaming bar none by blatantly ripping of the UK(yet again).

That they have the bare faced cheek to moan about Sony (who provide them a vast strem of income truth be told), a moan which, at best, should have been made privately and nt done as feble public sabre rattling with empty threats. I hope it does turn out that WaW causes DRE in PS3's as that game was in when mine went west and I'd love to sue them now even if I was covered by CP.

I realise I'll be alone in this and people will go as far as to suggest that I don't have the right to complain sbout being ripped off but this is the last straw for me with them. No MW2 for me unless they release this(which I don't even want to play-but sme will do)at a price similar to the US one-at the very least.W4NKERS.

[butterfinger]

say I blame you, mastiffchild. They are absolutely ripping off the UK consumers with this outrageous pricing. That's almost the equivalent to an entire Guitar Hero World Tour band kit when it first came out here in the US. This isn't even a proven title yet, so I think the sales in the UK will really reflect everyone's opinion on the pricing situation.

[mastiffchild]

Sadly butters my nation has grown so used to being ripped off(we consistently pay over a third more for cars, even those made in the UK , than they do in continental EU)that the people don't even have this stuff register anymore.

Which means, as just another(albeit amazingly marked up in this case)rip of in a sea of cons, it'll prolly sell as well here as in the US anyway. It saddens me that we put up with getting the sh1tty end of every stick. The UK ALWAYS bends over to take it's medecine and Acrivision know this-hence the even bigger than normal mark up(e.g games are $60 in the US and £50 here at full price which works out dearer here but not by anything like the amount this will be when we get it(and later atv that! think about it!)which shows this is nothing to do with price hikes for taxes).

[dorron]

Just don't buy it and make the game be an epic fail. Activision gotta learn a lesson...or two.

[Roper316]

noone should buy any of these over priced crappy games that Activision sells. If it doesn't sell then we won't have to hear about a new every 6 months along with nickel & dime DLC. It is time to wake this company up and let them now that we have had enough of their whored out franchises and enough of their way way way over priced POS periphriels( spell check please ) and their nickel & dime BS DLC.

I know this is a new IP but they just want another GH like game to exploit and repackage every couple of months. I personally say a hearty FU to Activision you will never see another dime from me you effin hypocrites!!!!!

MW2 will be used I will let Gamestop or Amazon make the money when I finally decide to buy it if I buy it at all.

[LevDog]

I cant believe these music games are this popular.. One you pay full price for Songs that you can get free online.. Yes you can grab a lil guitar and hit a few buttons.. Then you pay up the butt for Extra songs.. Just to do the same exact thing again with that lil guitar.. Then they suck you in with a FULL BAND experience... and more songs.. Then you pay for more songs for that full band experience.. THEN they come out with band specific games.. Which if you just buy their greatest hits cd, you would pay less for that then the actual game.. THEN they give you this DJ hero.. Only to suck you in again and play the top 20 like every bar DJ in america..

GET THE EFF OUT.. BIGGEST RIP OFF IN GAMING

[PLAYINB3YOND]

And Activision had the cheek to complain about no PS3 price cut?!!! now Activion have officially taken EAs trophy for douchebaggery (if thats a word). I'm not giving Activision any of my money ever, and yes that includes not buying MW2. I'm sorry but they've gone to far this time. So sorry IW. Also screw the L4D2 boycott, lets start an Activision boycott, try get the bastards to listen.

[mastiffchild]

Douchebaggery sounds perfect mate.

[BadKarmaSutra96]

Yes. Douchebaggery is a word. If you open up Webster's Dictionary and look it up you will see the Activision logo as one of the definitions.

[PiTCHBLaCK]

LOL

But I Agree, I Think all 360 fans, PS3 fans and Wii fans
need to come together on this one Issue, Boycott!!!!!

Bye bye Activision.

[Karum]

I think it's hilarious that Activision whine about the price of the PS3 and then come out with overly expensive products like this.

Get yer act together, Activision.

[labaronx]

WOW!!!!!!! as a US gamer $120 for a Dj hero is overpriced for me and i was expecting like a $90 price tag but man this is killer...

in any case Activision has played there hand and this gives Scratch the ultimate dj a chance for more competitive pricing to compete against it's lack of name recognition.

[LeShin]

I can buy a PS2 for that price!!! (though I've already got one)

or 3 games

or anything else which is worth bloody more than DJ Hero!

They obviously haven't noticed the state of the economy lol

F U Activision....F U

[Salvadore]

With that pricepoint, it is going to be difficult for them to justify an investment, when a GH/Rock Band bundle is cheaper. Does this feature additional functions just as being PC compatible?

[DrWan]

It was fun back on the PS2...with the first guitar hero then...after that.... things just got worn out quite a bit.

[GEESE]

Look to your DRACONIAN taxes and duty's before crying.
Jesus.

[WeeMadBadger]

Easy to say when you're on the other side of the fence... Salaries in USA are similar to those in UK, but EVERYTHING costs about half of what we have here...

And it's not the taxes. I'm now in Switzerland where taxes are low (7% or something) and games are ridiculously expensive here too. How will you explain that? Greed. Simple, mindless greed.

[GEESE]

European government duties are incredible rape. Look into it.

[PiTCHBLaCK]

Since when was a Government good anyways? any government.

[mastiffchild]

Don't be silly. Duty and tax make up the USUAL difference we have when overpaying for games etc-this isn't even n the same ball park and is plain profiteering from a VERY greedy company with a history of doing this stuff.

I don't mind paying a little extra knowing the tax goes towards piblic health, roads and education but this isn't that kind of situation as the mark up here is huge compared to normal. I'm sure you'd be ecstatic knowing you were paying near twice as much for a product that landed in the States waay earlier than it does here too-we don't get paid any more than you guys you know. The fact is that taxes(VAT) have actually reduced since the band in a box, GH band pricing debacle yet the price difference looks to be widening? How is that taxes and duty then?

It just isn't, the numbers are too far apart and A/B are conning us all over again and being even more greedy and hypocritical than ever-Jesus! Even the US price is a massive rip off yuet people wnat to defend these tactics?

[WeeMadBadger]

Buahahahahahahaha....

Nice one! 110 GBP? I really, REALLY, R-E-A-L-L-Y wonder who is going to buy this.

And its from the same stupid publisher (yes, I mean you ACTIVISION) that says PS3 is too expensive and demands a price drop? No wonder - they need to sell this somehow.

[GayASSAdmins]

Ruthless.

[gamingisnotacrime]

Activision want a PS3 price drop so that people can buy their overpriced peripheral. Are they idiots or it just happens

[redsquad]

Wasn't going to buy it anyway, but now I'll have a sneer on my face when I don't buy it!!!

[JD_Shadow]

Ahem...

[Sangria]

And still, UK has lower price than in the rest of Europe.
Let's pick for example Prototype on Xbox 360 (a classic game with a classic price and released few days ago).
In US: 60$
In UK: 50£ (= 80$)
In EU: 70 euros (= 60£ = 100$)
So i'm pretty sure the bend over will be even more painful in the rest of Europe.

[mastiffchild]

You can't really say that as little differences like that change from EU mation to EU nation. F'rinstance Scandinavia has the highest wages AND the highest prices and most goods(esp cars and electronics are cheaper, in general in France and Germany than in the UK when wages tend to be higher than in the UK.

The EEC is complex but the mark up for all Europe is disgusting and not explained by local taxes at all-but trust me the UK gets just as shafted as anywhere considering we're the hardest hit country recession wise out of all the major financial states.

[mrv321]

Yet the PS3 costs too much, a PS3 is £300 in Britain and you can get it for £289.99 with a game. Activision I wish you the worst you are obviously the worst of all majro publishers I can think of, I just only hope you employees find good jobs.

Activision haven't made a original, well made game in I don't know how long, I can't think of an example.

[PiTCHBLaCK]

NBA Jam? LOL

[PiTCHBLaCK]

Actually I Think maybe it was Acclaim that did
NBA Jam.

[Mr_Showtime1]

Remember when people used to hate EA lol, how times have changed. This is just them testing the consumer, even if this game sells close to a million copies (which I am in no doubt that it will, specifially the Wii version) then expect too see sequals and other gmmick games launching at close to the same price as this.

[MrWegman]

No thank you...

[rucky]

Drop em now Sony!!!

[Amplitude]

Damn new rhythm gamers. Seriously, the whole genre went to hell a few weeks after Guitar Hero launched on the PS2. Bull sh!t.
Are you playing these games because it feels like you're actually playing a guitar, drums, turntable, etc? Hell no you aren't - you're playing it for the fun of it.

So, if DJ Hero is a good game - then yes, i'll buy it. I personally would love it if Harmonix went ahead and released a sequel to FreQuency or Amplitude and Activision were to just... die. BUT, That sure isn't gonna happen any time soon, so what the hell - may as well support the onslaught of rhythm games right?

Again, if DJ Hero is a good game that i feel is worth over 100 dollars, then i will buy it. 200 bucks or so isn't that bad since i don't have to pay rent. Living in your parents basement can be a good thing you know? >.> Gaming is an expensive hobby. Deal with it, or go buy a Wii.

So anyway, i personally think it could be worth the money depending on the peripheral, number of songs, DLC (lmfao. Activision? DLC? Yeah right), and general fun-"ness" of the game.

Everybody here that's gonna boycott the game without even knowing anything about the thing here besides a few gameplay clips where you cant tell wtf he's doing is simply doing the exact same thing as they did when the PS3 was announced at 599 dollars. The PS3 turned out to be more than worth it, and maybe this will too.

I dont know... people are retarded though. xD Especially on N4G.

[mastiffchild]

Why? Because wanting value for money during a recession is "retarded"? Did you feel the price of the full band GH was OK as well?

Plus even when I still lived at home I had to pay some rent and board like most working class English kids do(let alone the costs I now have supporting a family of my own after becoming disabled) so 'til you're in the real world and not still living off ma and pa do us a favour and stop telling us what we're allowed to think is a little too dear, 'K?

[Amplitude]

Think about it. If this comes out around christmas - it'll makes sales. Kid's parents will probably shell out the money on this after seeing how much fun the kids had with Guitar Hero or Rock Band - it will of corse be their "big" present.
And just for the record - this is Britain's pricing. Im not sure how much it will cost in the US/CAN but im sure it'll be less.

That being said, $177.00 is still not all that much - and just because you have to pay rent doesn't mean that there are other people who either (a) make more than you, or (b) get away with not paying rent.

Point is, this game will make money.

"wanting value for money during a recession is "retarded"?" I DID NOT say that. I didn't even say anything similar to that. I meant that people are retarded because they are saying the price is too high when they know practically NOTHING about the track list, peripheral, etc. If DJ Hero is a really fun game that has a couple hundred songs on it, and a really well made peripheral they can charge what they want for it. Hell, one song alone costs $0.99 on iTunes. If you take that into account - as well as the $69.99 for the disc (If they wanted to they could have just made their own scratch effects and not bothered with licensed songs. People would still buy it) and just look at the cost of the turntable itself, it no longer looks so expensive, does it? It all really depends on how well built the turntable itself is - which we dont know at the moment.

THAT is what i meant by people are retarded. They are judging the game before knowing the cost of production for the turntable controller itself - which appears to be quite large.

[Rifle-Man]

You could almost get some real DJ gear for that price. And, you might actually learn something.

[mastiffchild]

You could ALWAYS get a cheap acoustic for less than the crappy peripherals for GH but still it sold in it's millions and noone learned a damn thing.*sigh* I'm getting really peeved over this, tbh, and can't believe the price was ever thought fair even by Activision-even the US price is oitrageous, imo.

[Amplitude]

People don't play Guitar Hero to learn how to play Guitar..
I know how to play Guitar, but i've still bought all the Guitar Hero and Rock Band games (besides Rocks the 80's)

[Nihilism]

games in australia cost double that of the u.s, $99 for a new pc game and up to 119 for a new ps3 game, and that was when the australian dollar was worth 91c u.s...

[Rifle-Man]

Holy crap! Here in Canada a new PS3 game is $70 (our dollar is about .80 USD), and I thought that was bad.

[megabob]

what a surprise, well i guess europe is gettin screwed again. good job this will fail