EA does not plan on pricing its games at $80, CEO confirms

EA CEO Andrew Wilson has confirmed that the publisher has no current plans to raise the price of its titles as more AAA games move to an $80 price tag.

The details:

• In a recent Q&A following the release of the company’s latest financial report (via IGN), Wilson was asked whether the publisher plans to change the pricing of its games. The caller noted that Nintendo had seen a lot of success with Mario Kart World despite its $80 price tag, while Xbox has reversed its decision on charging $80 for The Outer Worlds 2 in favor of a $70 price.
• The CEO stated that EA already offers games at a wide range of prices, from free-to-play titles like Apex Legends to $100 Deluxe Edition AAA games like the EA FC series, and that no price changes are planned. “We’re not looking to make any changes on pricing at this stage, but that’s in the construct of we already offer a fairly broad pricing scheme across our various products,” Wilson said. “When you think about everything from free-to-play through to our premium products and our deluxe editions, our orientation is always to capture the full spectrum of pricing so that we can serve players in the best way possible and offer them the greatest value.”
• CFO Stuart Canfield also chimed in on the topic, explaining that due to the revenue generated from its live service releases, the company is more focused on expanding the player base of its existing games to generate revenue via in-game purchases. “We haven’t factored in any different approach in pricing through the current fiscal year and current guidance,” Canfield said (via VGC). “Given the size of our live service business, we continue to be very focused on LTV [lifetime value] for us across our player base and, to Andrew’s point, operating through a wide spectrum of pricing. But no change in our guidance for 2026 at this point.”