Yoshida defends games at $70 and $80 as "a great deal"

During a participation in the Gamescom LATAM, the former president of PlayStation Studios, Shuhei Yoshida, took a stand on the current prices of AAA games, stating that paying US$70 or US$80 for a high-quality title still represents a "bargain" compared to other forms of entertainment.

The statement came at a time when both Microsoft and Nintendo announced the price increase of some of their releases to US$80, following the trend started by major publishers at the beginning of the PS5 generation. However, Yoshida argues that prices should be variable and determined by the perceived value of each game:

"Each game has a different value, either due to scope or budget. I totally believe it is up to the publisher – or the independent developer – to decide the price of their product based on the value they believe they are offering," he told the Critical Hit Games website.

He further reinforced his view by comparing the cost-benefit of games with other forms of entertainment:

"In real terms, US$70 or US$80 for really excellent games are still a great deal, considering the amount of entertainment that the best games offer compared to other forms of fun."

Although Yoshida's logic finds support among some in the industry, the opinion is not unanimous. The current market is heavily influenced by free-to-play models, such as Fortnite, Warframe, and Genshin Impact, which offer robust experiences at no initial cost, in addition to subscriptions like Game Pass and PlayStation Plus Extra, which provide access to large game libraries for monthly fees between US$10 and US$20.

In contrast, titles like Clair Obscur: Expedition 33 have shown that there is room for price alternatives: the game was recently announced for US$50, even though it has production values comparable to more expensive releases.

Yoshida's statement also aligns with previous discussions in the industry about the increase in development costs. Modern AAA productions involve multidisciplinary teams, development cycles of 4 to 7 years, advanced technologies like Unreal Engine 5, and investments that often exceed US$100 million. Meanwhile, the dissatisfaction of some players with the new price ceiling has sparked heated debates on social media.

The impact of this new price standard on the industry is still being tested. While some titles can justify their value with depth and longevity, others face harsh criticism for delivering mediocre experiences at considered high prices. The definition of "value" in a game, therefore, remains subjective and widely debated.