According to the group's web site, the aim is to "see the UK-wide standard recommended retail price (RRP) of videogames software reduced to a fair and reasonable level, specifically to the region of £10-£20, in line with other forms of media like music CDs and DVD movies." It believes if the hardware license fees charged by Sony, Microsoft and Nintendo were based on a percentage of the sales rather than a flat fee per unit, it would be "perfectly viable to sell new console games at £10 rather than £40, yet with everyone still getting the same size of cut they do now."
To underscore their message, the group has created an online petition and is encouraging the public to refrain from purchasing games during the week of December 1-8.
While the group's aims may be admirable from a consumer's standpoint, the group's
grasp of game publishing economics seems incomplete and based upon faulty assumptions.
