Embracer CEO Says Discussions Are Underway For Games Priced Over $70

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Another Price Hike Could Be Coming!

Story Highlight
  • AAA games costing $70 nowadays are still being considered controversial. 
  • Embracer Group CEO reveals that some games could cost even more.
  • As of now, corporations aim to follow what the industry is doing.

The cost for games was typically $60, but the developers increased the price to $70, which didn’t sit right with many. Since this price hike, some games have been able to justify the cost, while others, like Skull and Bones, have failed to meet expectations.

That said, another price hike might be on the way. Embracer’s CEO has revealed that games could cost more than $70.

Why it matters: $70 for a video game is by no means a small price, but there are games that offer hundreds of hours of playtime for this price. 

Embracer Group
Embracer Group Is Going Through Reconstructing, Cancelling Many Games, and Laying Off Employees

This is not a statement for all games, as the CEO stated that some titles with more content could have a bigger price tag.

Speaking to GamesIndustry.biz, CEO Lars Wingefors revealed that the corporation is considering raising game prices in the future. He believes that raising prices is not impossible, but nobody has tried it yet.

If you create an enormous RPG, would the consumer be willing to pay more? It’s something we have been discussing.

-Lars Wingefors

He further reveals that if someone actually tries it, then more products like that will come to the market.

This has already proven to be the case in the past. PlayStation was among the first to debut the $70 price tag, but the likes of Nintendo, Capcom, and more quickly followed and made this price the standard.

Deus Ex
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However, this is a mere consideration as the CEO said that Embracer Group will keep the same prices. It is not clear which company will try to set this trend, but we think Rockstar could do so with the upcoming GTA 6.

Even if GTA 6 comes with a bigger price tag, it would likely set records from the first day. This would then become the catalyst for others publishers to follow suit.

Still, the $70 price remains set in stone for now. Many even believe that the high prices and budgets will lead to the downfall of AAA gaming.

Embracer Group has recently been through various changes, having had the most layoffs in the gaming industry. The corporation has laid off 4,500 developers and cancelled 80 games, so we don’t think pricing should be this publisher’s main focus for now.

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