In a recent financial call that addressed investors, EA (Electronic Arts) has made it clear that it will not be following the trend of price increases seen with competitors like Microsoft and Nintendo. CEO Andrew Wilson emphasized the company's commitment to providing "incredible quality and exponential value for our playerbase," highlighting the success of their co-op adventure Split Fiction, which has now sold 4 million copies.
Wilson elaborated on EA's pricing strategy, noting a significant shift in their business model over the past decade. "In a world where everything we did 10 years ago was about selling shiny discs in plastic boxes in retail shelves — well, that’s still a *part* of our business, it’s a significantly smaller part of our business, and we now have pricing representing everything from free-to-play all the way to deluxe editions and beyond," he stated. This diverse pricing approach allows EA to cater to a wide range of consumer preferences and budgets.
Wilson further emphasized the company's focus on delivering value regardless of the price point. "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," he said. "And what we've discovered over the course of time is \[when\] we can marry quality and value together, our business is strong, resilient, and continues to grow."
CFO Stuart Canfield added that EA's current pricing strategy remains unchanged, indicating no plans for price adjustments in the foreseeable future. This stance is particularly noteworthy given the recent moves by other industry giants. Just last week, Microsoft confirmed it was raising Xbox prices, affecting consoles, accessories, and some games. While game prices remain steady for now, Microsoft plans to charge $79.99 for new, first-party titles around the holiday season.
This decision aligns with a broader trend in AAA gaming that has seen prices jumping from $60 to $70 over the past five years. Additionally, Nintendo has announced $80 pricing for upcoming Switch 2 exclusive Mario Kart World and some other Switch 2 Edition games. The Switch 2 itself is set to launch at $450, a move that has sparked debate among fans, though analysts argue it's inevitable amid current economic conditions.
Given EA's commitment to maintaining current pricing, fans can expect the next EA Sports FC, Madden, and Battlefield games to adhere to the $70 standard edition pricing. This news comes in the wake of EA cutting around 100 jobs at Apex Legends developer Respawn Entertainment, alongside broader organizational cuts impacting approximately 300 individuals in total.
