Major video game publishers have abandoned their initial plans to sell new releases at $80, according to Bloomberg. Microsoft reversed course in late July, announcing that The Outer Worlds 2 and other holiday titles, including Call of Duty, will be priced at $70 instead of the previously planned $80. Similarly, Take-Two Interactive’s Borderlands 4 and Sony’s Ghost of Yotei have also opted for $70 pricing, indicating a broader industry shift away from the $80 price point.
Electronic Arts has stated it will not adjust prices for the near future, with the upcoming Battlefield 6 still priced at $70. This pricing strategy adjustment comes amid rising production costs that have grown tenfold over the past decade, while sales have not increased proportionally. The decision reflects the industry’s response to changing market dynamics and consumer expectations, as developers and publishers navigate the balance between profitability and accessibility.
Analysts suggest that the shift to lower pricing may be an attempt to regain consumer trust and stimulate demand, particularly in a market where gamers are increasingly seeking value for money. As the industry continues to evolve, the impact of this pricing strategy on both consumer behavior and corporate profits remains a key area of observation.