Electronic Arts said that although some publishers have begun testing AAA games at $80, it currently has no plans to raise game prices. The company didn’t rule out a price increase at some point in the future, but said it didn’t plan to make any changes “at this stage.” EA has confirmed that the recently released Battlefield 6 will cost $70.
EA won’t raise game prices
The issue of $80 pricing came up during the company’s first-quarter fiscal 2026 earnings call, with EA CEO Andrew Wilson saying the goal was to provide value to players at different price points, from free-to-play to deluxe editions.
“We’re not planning to make any changes to pricing at this stage, but we already have a pretty broad range of pricing options for a variety of products,” Wilson said in response to a pricing question during the Q&A portion of the call.
“When you think about everything from free-to-play games to our premium products and deluxe editions, our direction has always been to capture the full range of pricing so that we can serve players in the best way possible and provide them with the greatest value. We will continue to look for opportunities to provide great value to our players through various pricing options over time, but no major changes are planned yet,” he added.
EA Chief Financial Officer Stuard Canfield also said that the company has not yet considered any new pricing strategies for this fiscal year and profit guidance for fiscal 2026.
Battlefield 6 Pricing
Comments from EA executives more or less confirm that Battlefield 6 will maintain the industry-standard $70 price when it launches in fiscal 2026. The company took the wraps off the military shooter last week and plans to host a multiplayer reveal event on July 31. EA says Battlefield 6 will be the “most ambitious” game in the series’ history.
During the earnings call, Wilson said the company built Battlefield 6 as a platform, not a product, and invested heavily in the game.
“We’ve invested more into this Battlefield than any previous Battlefield product,” Wilson said. “Really, the reason it’s important is that this isn’t just a product. We’re really building Battlefield as a platform. In just two days, you’re going to hear a lot more about this, and in just two days you’re going to see a lot more about this. And it’s going to become clearer the nature of the investments we’ve made over the past four years, with four studios working on this launch so far.”
EA’s comments on video game pricing come after Nintendo launched Mario Kart World in June for $80. Earlier this year, Microsoft also said it would increase the price of some games from $70 to $80 during the holidays. However, the parent company of Xbox backtracked on its decision last week, confirming that its 2025 holiday releases, including The Outer Worlds 2, will not be priced at $80.
