Embracer Group CEO Says The Firm Has Discussed Pricing Titles More Than $70

The ongoing topic of how much developers & publishers can ask for money from its users now stands on whether the recent bump past $70 is in the near future. The discussion can be tracked back to 2020 where PlayStation even considered select titles priced further than the new standard for AAA releases. Now with certain games taking close to a decade to ship, that price could be even greater now.

At least that is being perceived for select titles. Already, we witnessed this conversation be brought up with Ubisoft. CEO Yves Guillemot sported the term ‘AAAA’ when the release for Skull and Bones arrived. Arguing that $70 is justified, but, it is suggested these games are grander than before in which pricing might not stop just at $70.

In a new development from gamesindustry.biz, it is revealed that Embracer Group is in that conversation too now. CEO Lars Wingefors shares that the conglomerate parent company has discussed the matter on games receiving a bump up from the $70 price tag. Noted, Embracer Group has not enacted on this talking point.

“I’m not saying you can’t increase the price. But the reality is no one has tried it. If you create an enormous RPG, for example, with 100 or 150 hours of gameplay, very polished and a unique experience, would the consumer be willing to pay more? If they would, they would have more products potentially coming to market. But no one tried it.”

Wingefors continues: “It’s something we have been discussing, but we are currently sticking to the practice of the industry. Would it be that one [company] one day that tries to increase pricing? That remains to be seen.” So although Embracer Group is not actively pricing games beyond $70, the firm is following the industry standard understanding there will be a firm to make the jump before more follow in line.

Recently, Take-Two Interactive did speak on dynamic pricing in anticipation for 2025 and the release of Grand Theft Auto VI. CEO Strauss Zelnick argues that the price will match the amount of content its title will offer. You can read the full report by heading here.

Are you surprised by Embracer Group’s potential new pricing?

Source: gamesindustry.biz