Electronic Arts (EA) has decided against raising its game prices to $80, unlike competitors Microsoft and Nintendo.
Electronic Arts (EA) announced it will not raise the base price of its video games to $80, bucking the trend set by competitors Microsoft and Nintendo.
The decision, revealed in a statement to investors on Wednesday, has ignited widespread doubt among fans and industry observers, who speculate EA may lean further into microtransactions to boost revenue.
Unlike Microsoft and Nintendo, which have adopted $80 price points for select flagship titles, EA reaffirmed its commitment to the industry-standard $60 price for its major releases, including franchises like FIFA, Madden NFL, and Battlefield.
“We believe maintaining accessibility for our players is critical to our long-term success,” said EA Chief Financial Officer Chris Suh. “Our focus remains on delivering value through engaging experiences.”
However, the announcement has drawn mixed reactions. Critics argue that EA’s games, often criticized for repetitive gameplay and reliance on annualized releases, do not justify even the current $60 price tag.
“EA’s titles feel like reskins year after year,” said gaming analyst Rachel Kwon of TechTrend Insights. “Fans are wary that keeping prices static is a pretext for pushing more in-game purchases.”
Social media platforms have been abuzz with fan reactions. Posts from prominent gaming communities suggest EA’s strategy is less about affordability and more about sustaining sales volume to maximize revenue from microtransactions and season passes.
“EA’s not raising prices because they’re banking on loot boxes and DLC,” wrote user @GamerTruth23, echoing a sentiment shared widely online.
According to a 2024 report from GameStats Analytics, microtransactions accounted for nearly 40% of EA’s $7.4 billion in revenue last fiscal year, with titles like FIFA Ultimate Team and Apex Legends driving significant profits through in-game cosmetics and battle passes.
This contrasts with Microsoft and Nintendo, whose premium-priced titles rely less on post-purchase monetization.
Supporters of EA’s decision, however, see it as a pragmatic move in a competitive market. “Keeping prices at $60 could attract budget-conscious gamers, especially with economic uncertainty,” said Mark Delaney, editor at GameSpot. “It’s a calculated risk to maintain market share.”
EA has faced criticism in the past for aggressive monetization practices, most notably the 2017 Star Wars Battlefront II controversy, which sparked global backlash over pay-to-win mechanics.
The company has since adjusted its approach, emphasizing optional purchases, but trust remains fragile among players.
As the gaming industry grapples with rising development costs and shifting consumer expectations, EA’s pricing strategy will be closely watched.
The company’s next major release, Dragon Age: The Veilguard, is set to launch later this year at $60, with early previews indicating a robust in-game store for cosmetic items.
