EA won’t hike game prices despite industry trend

EA has confirmed it will maintain current pricing for its games despite competitors like Microsoft and Nintendo moving to $80 price points. During the latest earnings call, CEO Andrew Wilson emphasized the company's commitment to "delivering outstanding quality and exceptional value for our players," noting their successful co-op adventure Split Fiction has surpassed 4 million sales.

"Our pricing model has evolved significantly over the past decade," Wilson explained. "While physical retail remains part of our business, we now operate across a spectrum from free-to-play offerings to premium deluxe editions."

The CEO added: "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."

CFO Stuart Canfield reinforced this stance: "Our current pricing strategy remains unchanged at this time."

The announcement contrasts with recent industry trends, including Microsoft's price increases for Xbox hardware, accessories, and upcoming first-party titles at $79.99. The gaming industry has seen a steady rise in AAA game prices from $60 to $70 in recent years, with Nintendo pricing select Switch 2 titles at $80, including the anticipated Mario Kart World.

EA's decision suggests upcoming releases like EA Sports FC, Madden, and Battlefield will maintain $70 pricing for standard editions. This pricing strategy comes alongside recent organizational restructuring that affected approximately 300 employees company-wide, including about 100 positions at Apex Legends developer Respawn Entertainment.