In a reassuring announcement, EA has made it clear that it will not be following the trend of raising game prices, even as competitors like Microsoft and Nintendo have moved to a $80 price point for their latest offerings. During the company's most recent financial call with investors, CEO Andrew Wilson emphasized their commitment to providing "incredible quality and exponential value" to their players. He highlighted the success of their co-op adventure game Split Fiction, which has impressively sold 4 million copies.
Wilson elaborated on the evolving nature of the gaming industry, noting how EA's business model has shifted dramatically over the last decade. "In a world where everything we did 10 years ago was about selling shiny discs in plastic boxes on retail shelves — well, that’s still a *part* of our business, but it’s a significantly smaller part," he said. He pointed out that EA now operates a diverse pricing strategy, ranging from free-to-play models to deluxe editions.
"At the end of the day, whether we're doing something that costs a dollar, or we're doing something that costs $10, or we're doing something that costs $100, our objective is always to deliver incredible quality and exponential value for our playerbase," Wilson affirmed. He emphasized that when EA successfully combines quality and value, the company's business remains strong, resilient, and capable of growth.
CFO Stuart Canfield added that there are no current plans to change their pricing strategy, stating, "From a guidance perspective \[...\] we have reflected no changes in our current \[pricing\] strategy at this point."
This news will likely be welcomed by gamers, especially in light of Microsoft's recent announcement of increased prices for Xbox consoles, accessories, and some first-party games, which are set to rise to $79.99 during the upcoming holiday season. The broader trend in AAA gaming has seen prices increase from $60 to $70 over the past five years, with Nintendo opting for $80 for certain Switch 2 exclusive titles like Mario Kart World and other Switch 2 Edition games. The Switch 2 itself is set to launch at $450, a price that has been met with criticism from fans, though analysts suggest it is inevitable given current economic conditions.
Given EA's stance, fans can anticipate that the next iterations of EA Sports FC, Madden, and Battlefield will maintain the $70 price for standard editions.
In related news, EA recently cut around 100 jobs at Apex Legends developer Respawn Entertainment, along with additional cuts across its organization, affecting around 300 employees in total.
