Embracer Group Considers Raising Game Prices Above $70

AAA games costing $70 have been controversial. Now, the CEO of Embracer Group, Lars Wingefors, reveals that some games could cost even more. Traditionally, game prices were $60, but developers increased it to $70, causing mixed reactions.

Wingefors suggests that titles with more content might have a bigger price tag. He shared this in a discussion with GamesIndustry.biz, stating, “I’m not saying you can’t increase the price… If you create an enormous RPG, for example, with 100 or 150 hours of gameplay, very polished and unique, would the consumer be willing to pay more?”

The CEO noted that raising prices isn’t impossible but hasn’t been attempted yet. If a company does try it, more products could follow. This mirrors the past when PlayStation first introduced the $70 price tag, and companies like Nintendo and Capcom quickly adopted it.

However, Embracer plans to maintain current prices for now. It’s uncertain which company will initiate the higher price trend, but speculation points to Rockstar’s upcoming GTA 6. Even if GTA 6 comes with a higher price, it would likely set records and influence others.