The head of Embracer Group on whether studios are ready to raise prices for games: “That remains to be seen”
The head of Embracer Group, Lars Wingefors, shared his forecasts regarding rising prices for games. According to him, no one has yet tried to sell projects for more than $70 (₽6,330), but there is still more to come.
He spoke about this in an interview with Games Industry, raising the issue of increasing the cost of development in the AAA market. High price tags may be one of the ways studios will resort to trying to stay afloat.
I'm not saying you can't increase the price... If you create an enormous RPG, for example, with 100 or 150 hours of gameplay, very polished and a unique experience, would the consumer be willing to pay more? If they would, they would have more products potentially coming to market. But no one tried it.
Embracer Group itself does not yet intend to set price tags above $70 for its projects, preferring to monitor the experience of competitors.
It's something we have been discussing, but we are currently sticking to the practice of the industry. Would it be that one [company] one day that tries to increase pricing? That remains to be seen.
Let us remind you that Embracer Group owns such studios as Piranha Bytes (Gothic and Risen series), Warhorse Studios (Kingdom Come: Deliverance), Crystal Dynamics (Tomb Rider series) and Dambuster Studios (Dead Island 2). She previously owned Gearbox Entertainment (Borderlands), but eventually sold the studio to the GTA publisher.
It recently became known that the Gothic remake will be released before April 2025.
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