EA Finally Tells Fans They Aren't Raising Games' Prices, Including Battlefield 6

Electronic Arts (EA) has confirmed that it will not be selling its new game, Battlefield 6, for more than the $70 that is the standard price now. Andrew Wilson, EA's chief executive officer, made the statement as rumors circulated that the price was as high as $80 or higher for the popular games. EA will show its multiplayer gameplay at the end of July 31st.     

In the last couple of days, Battlefield players worried about a report claiming that Battlefield 6 will have a base price of $80. The report comes from an insider news source with a good track record,  who stated that Battlefield 6 will have a price tag of €80 in Europe. If true, this could mean a launch price of over $90 for Battlefield 6 in the US. EA has not been a publisher that addresses regional pricing issues historically, and most large publishers are also getting on board with the $80 price point for AAA games. On top of this, speculation quickly developed about the matter. 

EA CEO Addresses Battlefield 6 Price Issues

During the company’s recent earnings call on Tuesday, CEO Andrew Wilson was asked about competitors raising their game prices to $80. Wilson said that the company isn’t “looking to make any changes on pricing at this stage."

“We’ll continue to look at opportunities to deliver great value to our players through various pricing schemes over the course of time, but no dramatic changes planned yet.”

EA's decision regarding the $70 price for Battlefield 6 stands out against a trend of rising game prices. EA found themselves as a low price point option in a space that has included $80 prices on AAA titles from companies like Nintendo and Microsoft that had $80 titles released, such as Mario Kart World and upcoming Xbox titles. In an interesting twist, Microsoft even walked back its $80 title, The Outer Worlds 2, mostly due to negative feedback from the public. EA's strategy to stay at the $70 price probably had a lot to do with building a positive customer relationship, as Battlefield 6 is certainly one of the largest titles in EA's portfolio, and also importantly has many paying customers.

Moving forward, many gaming companies may be persuaded to try $80 for future AAA titles if released by a large juggernaut of the industry in terms of AAA releases and marketing plans, such as Grand Theft Auto 6 through Rockstar Games.'