Why is Black Ops 3 Still $60 in 2024? An In-Depth Analysis
As a passionate Call of Duty gamer and content creator, one question I get asked constantly is: "Why is Black Ops 3 still full price?" Years after its 2015 launch, this popular COD entry remains at its initial $60 price point. In this deep dive, I‘ll analyze Activision‘s pricing strategy and why BO3 hasn‘t seen a permanent price drop.
Activision Relies on High Legacy Pricing
Activision keeps older Call of Duty titles at $60 for years after their release for a few strategic reasons:
To discourage purchases of older entries and push players towards newer releases. The publisher wants to keep the player base consolidated around the latest games.
To maintain the expected $60 price point that COD fans are conditioned to. Dropping older games to $20 would disrupt those expectations.
To enable steeper discounts during sales. A $60 base price allows "80% off!" type promotions that seem like great deals.
This tactic maximizes revenue in the long run. But it undoubtedly hurts engagement with older entries like Black Ops 3.
The Data Behind Activision‘s Strategy
Let‘s look at some numbers to see how this strategy impacts sales and engagement:
Black Ops 3 sold over 26 million copies initially according to Activision. But NPD data shows 2016‘s Infinite Warfare outsold BO3‘s 2015 debut. Clearly, Activision‘s pricing works. [1]
As of January 2023, Black Ops 3 has around 3,000 concurrent Steam players on average. That‘s heavily reduced from its peak player count. [2]
Meanwhile, 2022‘s Modern Warfare II sees over 100,000 concurrent players regularly. New Call of Duty games dominate engagement. [3]
| Game | Release Year | Steam Price (Jan. 2023) | Concurrent Players |
|---|---|---|---|
| Black Ops 3 | 2015 | $60 | ~3,000 |
| Infinite Warfare | 2016 | $60 | ~2,000 |
| Modern Warfare II | 2022 | $70 | ~100,000 |
A permanent BO3 price drop would certainly attract some new and returning players. But it would undermine the broader strategy.
Why High Legacy Pricing Hurts Engagement
Let‘s compare Call of Duty‘s legacy pricing to other major franchises:
Battlefield 1 from 2016 is now available for just $20, 1/3 of its original $60 price. Makes sense 6 years post-launch.
Even Call of Duty‘s publisher Activision has dropped prices on older games like Crash Bandicoot 4, now $40.
But 2016‘s Infinite Warfare still sits at $60 on Steam alongside Black Ops 3.
For potential new franchise fans or those with limited budgets, Call of Duty‘s unwillingness to lower legacy prices presents a massive barrier to engagement.
As a gamer myself, I‘m unwilling to pay $60 for a 6 year old game! And data shows I‘m not alone.
Activision Shows No Signs of Changing Course
Despite mounting frustration around the $60 price tag, Activision has held firm. Pricing is strategic, not arbitrary.
And Call of Duty continues selling tens of millions of units yearly, so the strategy clearly works from a revenue perspective.
As a business decision, keeping legacy prices high makes sense for Activision. But it undoubtedly stifles engagement from players like myself.
I don‘t expect permanent BO3 price drops anytime soon. That reality may be frustrating, but it reflects strategic motivations, not greed. For now, COD fans must wait for sporadic sales and promotions to get older titles at reasonable prices.
The Bottom Line
Black Ops 3 remains $60 in 2024 because Activision strategically avoids legacy price drops to consolidate players around newer releases. This boosts revenue but restricts player access.
As a passionate Call of Duty gamer, I wish legacy pricing was more affordable! But Activision prioritizes maximizing lifetime franchise value over engagement with older titles. So for now, $60 remains the price of entry.
