Sidste år udkom op til flere ekstreme eksempler på forbrugerfjendtlig monetarisering, hvor Loot Boxes blev gjort til noget ganske almindeligt, og hvor mikrotransaktioner, også i spil til fuld pris, var at finde alle vegne. Et af de mere omdiskuterede eksempler var NBA 2K18, og det udtaler udgiveren Take-Two sig nu om.
I et interview med Game Informer fortæller CEO Strauss Zelnick, at de ønsker at forbedre deres praksisser, men at de ikke kan tilfredsstille dem "der bare vil have alting gratis".
"Unquestionably we pay attention to consumer response because we're so focused on engaging and captivating and entertaining the consumer. Any time we get feedback that is anything less than 1000 percent positive, we stop and say, what should we do differently? I think there's a small sliver of the consumer base that basically wants everything for free, we can't really help those people. I think most consumers just want a fair deal and we do think that part of a fair deal is, you know when you get the check at the end of the meal, it's not enough that the food tasted good, it has to be a fair deal for what you got. So we're very focused on it being more than a fair deal, we want to give consumers much more than they paid for."
Noget tyder på at Zelnick glemmer, at spillet koster fuld pris.