New statements by Ubisoft''s CEO, Yves Guillemot, suggest that the publisher will adopt the increasingly industry standard $70 USD price point for its "great AAA" titles in the future.
It''s a price point that has already been adopted by many publishers - including Sony, Take-Two, Activision Blizzard, and Gearbox - on PlayStation 5 and Xbox Series X/S, but Ubisoft, for its part, failed to make any choice until recently when asked about rising prices during an investor call last year.
The publisher seemed to have decided on it when, in July, it announced its upcoming pirate adventure Skull and Bones would cost $70/70 on PS5 and Xbox Series X/S, and now, CEO Guillemot has indicated that this will be the norm.
Guillemot wrote to Axios about its future pricing strategy: "Some of [Ubisoft''''s] games will pay the same price as the competition." Expanding on that, he added, "The major AAA games will cost $70."
There is likely to be a new price limit on PS5 and Xbox Series X/S releases, but Guillemot didn''t elaborate more in the Axios quote, leaving plenty of questions unanswered.
It''s a tricky time to make such a move, although households are subjected to rising bills and rising economic difficulties. "I''ve spent some time thinking about this...price hike, especially as we spiral towards a global recession likes we haven''t seen in a generation, and I''m sure it''s different for many others," said Wes.