A few weeks ago, fans and analysts worried that console games would suffer the long-feared price hike when it was learned that the next-generation version of "NBA 2K21" would sell for $70 apiece.
Next-generation console games may eventually go to $70, but Ubisoft is not ready for a price hike just yet: all of the company's PS5 and Xbox Series X games, which will be released in 2020, will remain at $60 apiece.
This information comes from Ubisoft's earnings call, which Bloomberg's Jason Schreier covered on Twitter.
He also followed up with another tweet to clarify Ubisoft's future plans, writing that "Ubisoft did not answer questions about next-gen pricing after this fall."
The main points here are twofold: first, Ubisoft has no immediate plans to raise game prices. The second, however, is that the company reserves the right to raise prices in the future.
Ubisoft has two big releases planned for late 2020: Watch Dogs: Legion and Assassin's Creed Valhalla. Both games will be available on current and next-generation consoles, and Xbox players will be able to upgrade for free through Microsoft's Smart Delivery system; Watch Dogs: Legion will be released on October 29 and Valhalla on November 17.
This subtext is easy to read. Ubisoft wants to leave open the possibility of future price increases, but is not yet ready to commit to a $10 price hike. Similarly, Ubisoft does not want to cause further confusion at the launch of the next generation of consoles, as they will not go bankrupt selling them for $60 for the foreseeable future.
As for whether Ubisoft will raise prices in the future, it will probably depend on what other companies do. At least 2K seems willing to raise the price by $10 right away. If other companies follow suit, Ubisoft will probably be the first to adopt the new pricing structure. After all, it is a huge company that produces very expensive games and has a huge and devoted fan base for its franchises. For gamers looking for the next "Assassin's Creed" or "Watch Dogs," $10 more may not be much of a resistance.
For now, they'll pay $60 for any Ubisoft game in 2020, regardless of platform. Who knows what will happen next year, though.
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