Shulou(Shulou.com)11/24 Report--

CTOnews.com September 13 news, Ubisoft CEO Yves Guillemot recently confirmed that the price of 70 US dollars (about 484.4 yuan) will become the norm for Ubisoft 3A games. For decades,$60 has been the default price tag for 3A games, but a growing number of publishers believe that's no longer enough.

Axios reporter Stephen Totilo recently interviewed Guillemot in Paris, and their conversation covered a variety of topics, including the potential price increase for Ubisoft games. Guillemot explained that while not every newly released game will cost $70, it will be standard for Ubisoft 3A games. "Some games will be priced at the same price as competitors, and big 3A games will be sold for $70," Guillemot said.

"Big Triple-A" presumably excludes Assassin's Creed: Phantom, which will retail for less than the average $50 when it launches. It's unclear how Ubisoft will price its upcoming games codenamed Assassin's Creed Red and Assassin's Creed Hexe. However, given that Assassin's Creed Red is said to be a full-fledged open-world game, it will likely be priced at $70 at launch.

CTOnews.com learned that, as Guillemot hinted in the interview, Ubisoft isn't the only 3A game publisher raising prices. Companies like Take-Two, Activision, Sony, EA, and Square Enix have all sold AAA games for $70 over the past few years, including NBA 2K21, the most recent Call of Duty game, Devil's Soul remake, Marvel Spider-Man: Miles Morales Ultimate Edition, and others. Sony executive Jim Ryan has defended the $70 price tag, arguing that players get significantly more enjoyment from triple-A games like Devil's Soul than from any other form of media.

In 2020, however, Microsoft's vice president of games Phil Spencer confirmed that the company doesn't plan to sell any games for $70, arguing that excessive pricing might deter some casual gamers from buying games.

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