Is £70 Becoming Harder to Justify? The Rise of Cheaper Blockbuster Games
What does the price tag of a video game truly signify? In the UK, a price of £70 typically aligns with blockbuster or AAA titles, which are known for substantial budgets, expansive worlds, cutting-edge graphics, and extensive gameplay. However, this trend seems to be shifting.
A New Benchmark in Game Pricing
– In 2025, Nintendo set a bold new standard, pricing major Switch titles like Mario Kart World at £74.99 (with the US launch at $79.99).
– Speculation from Epyllion, a gaming industry advisory firm, suggests that the next Grand Theft Auto may break the £100 barrier, a move that might ignite further price increases in the industry.
Despite the rising costs associated with AAA games, certain titles that offer a similar feeling of quality, such as ARC Raiders, Split Fiction, and Clair Obscur: Expedition 33, are priced more modestly at £30-£40. Clair Obscur has notably won a staggering 436 Game of the Year awards. Alexis Garavaryan, CEO of publisher Kepler Interactive, shared insights on their strategic pricing, stating:
– We’ve seen larger companies increase prices regularly. We take the opposite approach. We consider what we believe the price should be, then set it lower.
Shifting Player Preferences
Garavaryan pointed out a notable shift in player expectations. Today’s gamers seem to prioritize unique and exceptional experiences over traditional staples like high-definition graphics and extensive content duration. This raises a critical question: is a blockbuster price tag becoming difficult to justify?
Consumer Spending Trends
Recent studies indicate a change in gaming expenditure:
– Only 4% of US players purchase new games more than once a month.
– A significant one-third of gamers buy no new games whatsoever.
While publishers like Take-Two Interactive remain tight-lipped regarding the pricing of the highly-anticipated GTA 6, expectations mount for it to exceed standard pricing, especially given the project’s extensive development team and delays.
The Challenge of Rising Costs
With rising expenses in 2026, notably Ram prices doubling since October 2025, it’s essential for game publishers to reconsider their pricing strategies. Garavaryan emphasized Kepler’s commitment to providing value:
– We want players to feel respected concerning their time and money. When they buy from us, they should feel they are getting an outstanding deal. More experiences for the same investment as a traditional AAA game.
The Balance Between AAA and Indie
Although Kepler Interactive isn’t a small indie, it comprises various independent studios. Rebekah Valentine, a senior reporter at IGN, cautioned against interpreting the success of Clair Obscur as a complete shift away from AAA expectations. She noted that persistent AAA titles like Fortnite and Call of Duty remain among the most played month after month.
Christopher Dring, editor-in-chief of The Game Business, highlighted that while lower-budget games can achieve success, high-profile titles like Resident Evil Requiem and GTA 6 remain the year’s most anticipated releases. He framed the current gaming landscape as a quest for attention rather than just financial competition:
– In a crowded market, the key to success is creating something intriguing.
Looking Forward
Garavaryan expressed confidence in Kepler Interactive’s direction, mentioning their plans for a physical magazine—a notable venture for a primarily digital company. He stated:
– As people drift from physicality, we want to embrace the human touch through well-crafted products. There is an audience that values this approach.
In conclusion, while the gaming industry grapples with rising costs and shifting player preferences, the question remains: is £70 still a justified price for a video game? As we navigate these changes, it becomes critical for publishers to rethink their strategies and prioritize value, ensuring that players feel rewarded for their investment in gaming experiences.