Take-Two CEO Strauss Zelnick reckons that the time is nigh for video games to start charging a few bucks extra. Nigh we say! NIGH! Speaking at the Morgan Stanley Technology, Media & Telecom Conference (cheers VGC), Zelnick was asked why the publisher had added an extra $10 to some of its games, or as we in the industry call it, a whole Hamilton.

Earlier this week, NBA 2K21 players noticed that the latest game in 2K’s annual franchise had become a touch bit…annoying. Unskippable adverts for Facebook’s Oculus Quest 2 VR headset had been placed into loading screens, and even if you were running the game on an SSD on PC, you had to watch the whole advert before you’d be allowed to start playing a game of five on five.

The latest iteration in the NBA 2K series also has another touch of authenticity this year: Adverts that you can’t skip.

Here’s the full schedule of what you can expect to see out on all platforms, this September.

Sooner or later, video game prices are going to break past that almighty threshold. And on the cusp of a new generation of consoles, NBA 2K21 is looking to be the first game on the court to set that new precedent. While NBA 2K21’s effort to dunk its way towards a PS5 and Xbox Series X score was inevitable, it’s next-gen price came as a surprise to faithful fans.