Co-founder and CEO Yves Guillemot confirmed that Ubisoft will join the companies in raising prices for their next AAA games.
CEO Yves Guillemot recently confirmed that the $70 price tag will become the norm for Ubisoft games from now on. The $60 price range has been the default for AAA games for decades, but more and more publishers are deciding that that number is no longer enough. Although Ubisoft previously announced that the standard edition of Skull and Bones will be $70 at launch, Guillemot’s statement officially confirms that this price point will be the new standard of AAA titles made by the company. make in the future.
Axios reporter Stephen Totilo recently spoke with Guillemot in Paris. Their conversation covered various topics, including the rising price of Ubisoft games. The Ubisoft co-founder explained that while not every new game release costs $70, that will be the norm for Ubisoft’s AAA game releases. “Some games will cost about the same as the competition,” Guillemot said, and “Big AAA games will cost $70.”
The “big AAA games” presumably don’t include Assassin’s Creed: Mirage, which will sell for less than $50 on average at launch. It’s also unclear how Ubisoft will price the upcoming games Assassin’s Creed Red and Assassin’s Creed Hexe. However, since Red is a large open world game and unlike the smaller Mirage which only lasts 15 to 20 hours, it can be assumed that the title will be $70 at launch. The $70 price tag will probably also apply to new games from other major Ubisoft franchises such as Far Cry, Ghost Recon, Watch Dogs and The Division.
As Guillemot implied in the interview, Ubisoft is not the only AAA game publisher to raise prices. Companies like Take-Two, Activision, Sony, EA, and Square Enix have all released games for $70 over the past few years. Notable examples include NBA 2K21, recent Call of Duty games, the remake of Demon’s Souls, Marvel’s Spider-Man: Miles Morales Ultimate, and the PC version of the FF7 Remake Intergrade. Sony CEO Jim Ryan defended the $70 price tag and argued that players should get more hours enjoying AAA games like Demon’s Souls than any other form of media.
It’s worth noting, however, that this opinion is not popular among game executives. In 2020, Microsoft’s vice president of games Phil Spencer confirmed that the company had no plans to release any games for $70. He cited the high upfront costs of next-gen consoles like the Xbox Series X, raising concerns that the higher prices could alienate more casual players. This could also represent a pretty good PR win for Microsoft as it allows the company to shape itself as a more consumer-focused publisher.
It’s safe to say that the $70 price tag becoming the industry standard for next-gen games is inevitable. And while gamers and developers will certainly disagree on whether a price increase is justified or necessary, it’s definitely what’s going on.
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