2K Games: British retailers 'impatient'

The president of 2K Games has commented on UK retailers dropping game prices soon after launch.

Global president Christoph Hartmann said that retailers are too keen on making a quick profit and deeming games that fall short as failures, likening it to the music industry.

"UK retail slashes prices if something’s not quite hitting its numbers," he said, "I’m not talking about a big gap - I’m talking about expecting to sell 1,000 and selling 950," he told MCV.

"That attitude to some degree killed the music business. By concentrating on the highlights, they up their revenue short-term - but they’re driving certain important customers away."

However, he did note that retailer coverage of games is perhaps the best: "There is nowhere else in the world where games are presented as well as at UK retail. Your guys really understand how to create a buzz and an event around a product - even compared to the US."

2K Games is most notable for publishing 2007 hit BioShock.