In a recent interview with GI.biz, Lars Wingefors, the controversial boss of Embracer Group, discussed the possibility of increasing the price of video games beyond the current standard of $70. Wingefors stated that raising the price could lead to the release of more games, but acknowledged that no one in the industry has tested this approach before.

Wingefors emphasized the challenges faced by the triple-A video game industry, such as rising development costs and fierce competition. He pointed out that game prices have remained stagnant for years and that the margin for success has consequently diminished. Additionally, he noted that consumers now have a wide array of content to choose from, making it harder for them to try out new IPs or games.

While Embracer Group has been discussing the possibility of increasing game prices, Wingefors mentioned that they are currently aligning with industry practices. However, he raised the question of whether another company would be willing to experiment with higher prices, which could potentially spark a backlash from gamers.

One company that has been in the spotlight is Rockstar, known for its highly successful Grand Theft Auto franchise. With the highly anticipated release of GTA 6 set for late 2025, there has been speculation about whether Rockstar will increase the price of the game. However, no announcement has been made thus far.

This topic has gained attention as recent data indicates that gamers tend to favor older, live service games like Fortnite, Roblox, and Call of Duty, leaving less room in the market for new full-priced games. Embracer Group itself has experienced setbacks, including the underperformance of the horror revival Alone in the Dark, which Wingefors described as a significant investment that failed to attract enough consumers.

Wingefors concluded by highlighting that the industry is grappling with the common challenges of inflation and rising development costs. Despite the obstacles, he reaffirmed Embracer Group's commitment to adapting to the evolving reality of the gaming industry.

As the industry continues to wrestle with these issues, it remains to be seen if any game company will take the lead in increasing game prices and how consumers will respond. The debate over the value and pricing power of video games is ongoing, with industry leaders like Take-Two's Strauss Zelnick suggesting that the current prices offer a great value proposition.

In the ever-changing landscape of gaming, companies like Embracer Group are closely watching for any potential shifts in market dynamics that could justify a price increase. For now, the industry and gamers alike are left pondering the possibility of paying more than $70 for a video game.

Please note that the information and opinions presented in this article are based on statements made by Lars Wingefors and industry data, and do not reflect the views of the author.