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EA has officially reaffirmed its commitment to maintaining its current pricing strategy for upcoming games, including major franchises like EA Sports FC, Madden NFL, and Battlefield, despite a broader industry shift toward higher price points.

In contrast to Microsoft, which recently raised prices for new Xbox hardware, accessories, and select first-party titles to $79.99, and Nintendo, which has signaled a move to $80 for select Switch 2 titles — including the anticipated Mario Kart World — EA is holding firm at $70 for standard editions of its AAA titles.

CEO Andrew Wilson emphasized the company’s long-term focus on value and quality, stating:

“Our pricing model has evolved significantly over the past decade... Whether we're pricing content at $1, $10, or $100, our focus remains on delivering quality and value. We've consistently found that combining these elements results in strong, sustainable business growth.”

The announcement follows the strong commercial success of Split Fiction, a co-op adventure developed by EA and Visceral Games, which has already surpassed 4 million sales, underscoring consumer appetite for well-crafted experiences at accessible price points.

CFO Stuart Canfield confirmed the pricing stability:

“Our current pricing strategy remains unchanged at this time.”

This stance reflects a deliberate divergence from the industry’s upward pricing trend, which has seen AAA games rise from $60 to $70 and now $80 — a shift that has sparked debate among players and analysts.

The decision comes amid a broader organizational restructuring at EA, which recently impacted around 300 employees, including approximately 100 roles at Respawn Entertainment, the studio behind Apex Legends. While the layoffs were part of a strategic realignment, EA reiterated that its core values — including player value, quality development, and sustainable growth — remain unchanged.

In summary, EA is betting on long-term player trust and satisfaction over short-term revenue from price hikes. By sticking to $70 for standard editions and continuing to innovate across free-to-play and premium models, the company aims to solidify its reputation as a player-focused publisher in an increasingly expensive gaming landscape.