Electronic Arts (EA) has announced that it is not planning to increase its game prices, despite some other publishers testing an $80 price point for premium titles. While the company has not completely dismissed the idea of future price hikes, it emphasized that changes are not being considered “at this stage.” This statement indicates that the recently announced Battlefield 6 will likely be available for the industry-standard price of $70.
EA Addresses Game Pricing
The topic of pricing emerged during EA’s first-quarter earnings call for FY 2026. CEO Andrew Wilson highlighted the company’s strategy to provide value to players through various pricing structures, which include options ranging from free-to-play models to deluxe edition offerings.
“We’re not looking to make any changes on pricing at this stage, but that’s in the context of already having a fairly broad pricing scheme across our various products,” Wilson explained during the question-and-answer segment of the call.
He continued, “Our goal is to capture the full spectrum of pricing so that we can best serve players and offer them great value. While we will continue to explore various pricing strategies over time, we don’t have any significant adjustments in the pipeline right now.”
EA’s Chief Financial Officer, Stuard Canfield, echoed Wilson’s sentiments, stating that no new pricing strategies have been included in the company’s plan for the current fiscal year or in the earnings guidance for FY 2026.
Insights on Battlefield 6 Pricing
Comments from EA executives suggest that Battlefield 6 will follow the standard $70 pricing model upon its release in FY 2026. The company teased the military shooter last week and plans to unveil multiplayer details during an event scheduled for July 31. EA has branded Battlefield 6 as the most ambitious installment in the franchise’s history.
During the earnings call, Wilson elaborated on the development of Battlefield 6, describing it as a platform rather than a mere product. He noted that the company has invested significantly in the project.
“We’ve been investing more in this Battlefield than any prior installment,” Wilson stated. “The primary reason for this investment is that we are focusing on developing Battlefield as a platform. You will receive more insights about this in just two days, which will clarify the nature of our investment over the last four years involving four studios working on this launch.”
EA’s remarks on pricing follow Nintendo’s introduction of Mario Kart World at $80 in June. Earlier this year, Microsoft had indicated plans to raise prices on select titles from $70 to $80 for the holiday season but later retracted those plans last week, confirming that upcoming releases in 2025, like The Outer Worlds 2, would maintain the $70 price point.
