Publishing giant EA has confirmed it will not follow industry trends by increasing game prices, despite competitors like Microsoft and Nintendo moving to an $80 price point.

During the company's latest earnings call, CEO Andrew Wilson emphasized their commitment to "providing exceptional quality and outstanding value for players," highlighting the success of their cooperative adventure title Split Fiction, which has surpassed 4 million units sold.

"Our pricing strategy today fundamentally differs from what it was a decade ago," Wilson explained. "While physical retail sales remain part of our business, they represent a much smaller portion. Our current pricing model accommodates everything from free-to-play experiences to premium deluxe editions."

"Whether we're offering content for $1, $10, or $100, our focus remains constant: delivering outstanding quality and tremendous value for our players," Wilson stated. "We've found that when we successfully combine quality with value, it creates a strong, sustainable business model that continues to expand."

"From a strategic standpoint...we currently have no plans to adjust our pricing approach," added CFO Stuart Canfield.

This announcement comes as welcome news following Microsoft's recent confirmation of price increases for Xbox consoles, accessories, and select forthcoming games. While hardware price adjustments are already in effect, Microsoft plans to implement an $79.99 price point for major first-party releases later this year.

This reflects an industry-wide shift that has seen AAA game prices climb from $60 to $70 over recent years, with Nintendo now setting an $80 standard for anticipated titles like Mario Kart World and other Switch 2 exclusives. The Switch 2's recently announced $450 launch price has drawn criticism, though analysts acknowledge the pricing aligns with current economic realities.

Based on EA's statements, upcoming releases in the EA Sports FC, Madden, and Battlefield franchises will maintain their $70 standard edition pricing.

This pricing decision follows last week's reports of EA restructuring efforts, including approximately 100 layoffs at Respawn Entertainment (developers of Apex Legends) and broader organizational changes affecting around 300 employees company-wide.