Embracer wants games to cost beyond $70

archive.is/jiygI
>The controversial boss of Embracer Group has discussed the topic of increasing the price of video games beyond $70 amid rising development costs and a brutally competitive market.
>Lars Wingefors, who has laid off thousands of staff, shut multiple studios, and sold off subsidiaries in the last financial year, told GI.biz that pushing the price of video games higher is something Embracer has discussed, and that doing so would mean more video games would be released.
>"I'm not saying you can't increase the price," Wingefors told the site. "But the reality is no one has tried it. If you create an enormous role-playing game, for example, with 100 or 150 hours of gameplay, very polished, and a unique experience, would the consumer be willing to pay more? If they would, they would have more products potentially coming to market. But no one tried it.
>The triple-A video game industry collectively raised the price of its video games with the launch of the current console generation in 2020, but in recent months the $70 price point has become the topic of much discussion amid the industry’s ongoing struggles.
>Recent data points to gamers tending to favor older, live service games, such as Fortnite, Roblox, and Call of Duty, leaving less room for new, full price games.
>Indeed, Embracer has seen a number of high-profile flops, including the recently released horror revival Alone in the Dark, which Wingefors said was “a big investment” that “didn't catch enough consumers”.
>"I think the industry is facing the same problem as all other industries, with inflation and rising costs of game development," Wingefors added.
>"And it's been hard to increase pricing [in] premium PC/console.
>The pricing of those products has been the same for many years, which means that the margin to succeed is less, and on top of that, there is a higher cost of capital.

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  1. 3 weeks ago
    Anonymous

    >Ultimately when you make big investments or games, you need to play with teams you are very confident in, or with IPs you own or control, and have the full financial income.
    >"On top of that, the consumers have more content than ever to choose from. They love to engage in established IPs they've been playing before, which means it's harder to have them trying out new things or new IPs.
    >"The pricing of those products has been the same for many years...“
    >Rockstar is currently the subject of debate around this topic, with the Take-Two-owned company preparing to release GTA 6 late 2025.
    >Rockstar has yet to announce a price for GTA 6, or how the game will be sold, but there are few other games that would move the needle quite as much as this behemoth.
    >In November 2023, Take-Two boss Strauss Zelnick said video game frontline prices “are still very, very low” compared to other forms of entertainment “because we offer many hours of engagement”.
    >“The value of the engagement is very high,” Zelnick added. “So, I think the industry, as a whole, offers a terrific price-to-value opportunity for consumers.
    >That doesn't necessarily mean that the industry has pricing power or wants to have pricing power. However, there is a great deal of value offered.”

  2. 3 weeks ago
    Anonymous

    Do these people not realize they're making us pay for the license to boot up an executable?

    • 3 weeks ago
      Anonymous

      You don't need to package and transport games anymore, why aren't they below $60-70 or whatever in burger bucks nowadays

      • 3 weeks ago
        Anonymous

        The idea is that you're now paying for the labor of the devs, right? Well that's not true because what with publisher and storefront fees (not to mention the very nature of digital distribution) there is no real production overhead.

        It's just weird. Like I can understand an expensive cartridge, or four CDs. I can't understand pricing two files different from one another, or having TIERS for a single file.

      • 3 weeks ago
        Anonymous

        Prices under Capitalism are achievements of sorts, once you put your shoe in, it's there to stay.

      • 3 weeks ago
        Anonymous

        Because it still sells and companies obviously like to make money. Best about it is that lots of them have their own stores so don't even need to pay cut for the digital sales.
        It's kinda funny that often the physical copies are cheaper. I mean sure eventually they'll end up digitally in the 3 dollar sales are given out for "free", but it usually takes some time.
        In any case, the price doesn't really matter unless you absolutely need to get games at launch for some reason. Pretty much everything goes on sale very fast these days. Retail stores want to get rid of the stock and digital ones are like I guess everyone already bought it at this price who was going to buy it

        • 3 weeks ago
          Anonymous

          Digital sales are dead since 2016 or so, it was established that new people will buy games just fine, no reason to put big discount, that is way so many tittles are at 30-50% off at best after 5 years, with DLC being at 30% off is what you ever see.

      • 3 weeks ago
        Anonymous

        Because games aren't easily produced bulk goods where competition will inevitably bring down the prices. Every game is a unique product that some entity has a legally enforced monopoly on, so they can set the prices to any arbitrary value where that they think is the most profitable.

        • 3 weeks ago
          Anonymous

          AAA games are not unique products, every western major studio has been releasing glorified reskins of the same games for the last 10 years.
          So people started preferring their competition - indies and eastern games, they cost less, they are more fun.

          • 3 weeks ago
            Anonymous

            Fair enough. Funnily enough I didn't even think of that precisely because I haven't bought AAA games in over a decade since they all look so samey and I was only thinking of games I actually play.

  3. 3 weeks ago
    Anonymous

    what projects is embracer even working on at this point?
    Pretty much everything got cancelled except KCD2

    • 3 weeks ago
      Anonymous

      Koch is embracer?

      • 3 weeks ago
        Anonymous

        yes, company got renamed as well. It's called Plaion now

        • 3 weeks ago
          Anonymous

          Can they die, fricking money laundering schemes

        • 3 weeks ago
          Anonymous

          No surprise, it was them who moved Metro game from Steam to Epic exclusive one week before release. On top of that their shills was trying to blame 4A for this, ridiculous.
          Will keep in mind to avoid everything from Plaion now.

    • 3 weeks ago
      Anonymous

      they had over 200 titles in development in 2023. but dunno how many have been cancelled or already released by now.

      • 3 weeks ago
        Anonymous

        i know a lot of the big ones got cancelled, eidos montreal almost got shut down

        • 3 weeks ago
          Anonymous

          all i know that they're planning to split the company to 3 entities or something like that.
          i wonder how they'll share the stocks if that happens. bought like 100e worth of those for lulz when those were cheap.

    • 3 weeks ago
      Anonymous

      >Pretty much everything got cancelled except KCD2
      I wonder, how fricked up this game is gonna be since even developer have no faith in sequel.

      • 3 weeks ago
        Anonymous

        Thankfully, according to Klima, one of the directors, Embracer did not talk them into their development of the game, and they had free hand as, basically, the game funded itself from the sales of KCD 1.

      • 3 weeks ago
        Anonymous

        what makes you think the devs have no faith in it? They seemed pretty passionate about it in that little trailer presentation

        regardless Embracer has little to do with them. They own the studio but they generally get left alone to do whatever they want bc embracer knows they will make their money back

        • 3 weeks ago
          Anonymous

          >release KCD in 2018
          >players like it and gives you money
          >in 2019 sell your company to fricking Koch (now Plaion)
          you don't sell your company if you think you have it, what you see now is called marketing
          that remind me, CDPR top dog sold his company shares two days before CP77 release, he clearly knew what will happen
          basically, follow money, not words and Vavra put his money into "KCD2 will fail"

          • 3 weeks ago
            Anonymous

            you're looking way too much into it
            embracer already funded the first game through Deep Silver

            • 3 weeks ago
              Anonymous

              or excuse me, Prime Matter. Same difference tho

  4. 3 weeks ago
    Anonymous

    100$ plus DLC plus subscription plus tip

  5. 3 weeks ago
    Anonymous

    They have to be out of their fricking mind if they think they can put out something like a Saints Row 2022 and charge more than $70 for it.

    • 3 weeks ago
      Anonymous

      Anon, they are out of their fricking mind. They are so well-insulated from the consequences of their actions that they have lost the very concept of causality.

      • 3 weeks ago
        Anonymous

        You can ignore reality, you can't ignore consequences.

        • 3 weeks ago
          Anonymous

          These holding groups do, though.
          Game flops? Oh well, the projected profit did its job of cooking the books. Write it off, sell the studio for scraps.

          • 3 weeks ago
            Anonymous

            There's a time limit to that attitude

            • 3 weeks ago
              Anonymous

              Of course there is, and the CEOs know it, which is why they always negotiate themselves nice cushy deals for when they eventually jump ship.
              They’re gambling with investors money, they’ll never be left holding the bag.

              • 3 weeks ago
                Anonymous

                Absolute state of world econony

    • 3 weeks ago
      Anonymous

      These people are greedy morons convincing greedier morons that infinity profits can be made from an industry that is already teetering dangerously close to bankruptcy due to pursuing other ideological idiocy which has driven consumers away.
      It's like the elite just keep doubling and tripling down on shitty ideas because they know they can just snap their fingers and have their craven politicians bail them out with taxpayers money.

  6. 3 weeks ago
    Anonymous

    500 usd for
    >what's price elasticity

    • 3 weeks ago
      Anonymous

      Oh boy, people around here don't know this word, huh?

      • 3 weeks ago
        Anonymous

        >nobody cares about replying to your post with an intro econ term you just learned
        >"WOW I MUST BE SO SMART"
        I remember my first year of college too, but have some self awareness

        • 3 weeks ago
          Anonymous

          It's not about the term, Black. It's about them failing spectacularly, bc they don't have or remember very basic concepts.
          Elasticity is vrry easy to understand, even for 5 year olds. Apparently not for some decision makers.

          • 3 weeks ago
            Anonymous

            The post replied to was making fun of an anon who was talking about this board, not the "decision makers." I sincerely hope it wasn't you because if so, that's frankly embarrassing. Keep coping.

            • 3 weeks ago
              Anonymous

              There was a time conversations here had some depths and didn't repeat 24/7.
              I still don't get how and why this board got flooded with trannies so fast, yet so silently.

              • 3 weeks ago
                Anonymous

                Explain how this tangent relates

                >Some anon tries to be a pseud
                >Another anon says he's being ridiculous
                >First anon comes back to seethe and try to pretend something else was going on despite everyone being able to read his posts

                Wait, you sound like the third example, I guess you're the same guy. Getting called out and now you try to headcanon what the conversation actually was, lol.

              • 3 weeks ago
                Anonymous

                Read the comments again.
                No pseud here, except you. Pretentious Black.

              • 3 weeks ago
                Anonymous

                yet corpos hit record profits and lay off thousands of employees. sure they might be do-nothing positions but still
                and the one thing these frickers will never understand is putting all your eggs in only a couple baskets is a pretty bad idea. diversify your fricking portfolio and make some good fricking games.

                chanology iirc, news coverage of shenanigans, the rise of smartphones, gamergate, 2016 election, tourists; reddit or otherwise, the fact that mainstream media and normies fundamentally misunderstood this place to be a dumping ground turned into a self fulfilling prophecy, probably some fed meddling somewhere.
                i've been lurking since 2010 when i felt old enough. it wasn't perfect back then, but i've watched it get worse and worse in the last 14 years. it was starting to look kinda okay for a couple years until recently.

              • 3 weeks ago
                Anonymous

                >look kinda okay for a couple years until recently
                IMHO after 2021 corona and gme it took a big nosedive.
                This place has become almost as disgusting as reddit.

      • 3 weeks ago
        Anonymous

        contribute to the conversation, homosexual

  7. 3 weeks ago
    Anonymous

    tbh I don't even know what games are in the embracer group's umbrella. they seem like shit at marketing.

    • 3 weeks ago
      Anonymous

      They made Saints Row.

    • 3 weeks ago
      Anonymous

      Siege of dragon spear and all the other games!

  8. 3 weeks ago
    Anonymous

    Based archiver.
    >If you create an enormous role-playing game, for example, with 100 or 150 hours of gameplay, very polished, and a unique experience
    Somebody should tell him that simply having lots of gameplay isn't enough but that the gameplay needs to be good.

    • 3 weeks ago
      Anonymous

      Suits don't play video games, for them last Saint Row or Elder Ring are literally the same - silly thing for losers and kids to waste time.

    • 3 weeks ago
      Anonymous

      They must be talking about they're own game KCD2, I'd pay more that 70 of that game weren't associated with this company

      • 3 weeks ago
        Anonymous

        I'm paying 5 usd for kcd 2.

  9. 3 weeks ago
    Anonymous

    >AAA floppa every month
    >indies and smaller studios hitting it big left right and center
    >"hmm clearly we need to be charging MORE"
    Let 'em crash.

    • 3 weeks ago
      Anonymous

      Indeed, everyone pays more for a game that is a locked in Microtransaction Always Online Machine. Just ignore the fact that they have to push FOMO left and right, and we are wandering into MAU territory due to how much less money we are making.

      • 3 weeks ago
        Anonymous

        Woops forgot to put image here.

    • 3 weeks ago
      Anonymous

      Agreed. It's time to support smaller studios and Indies. Let them dictate the prices not these megacorps. Time to look for smaller studios and buy from them. We have given enough money.

  10. 3 weeks ago
    Anonymous

    >"I'm not saying you can't increase the price, But we will do so anyways because we bought more than we could ever handle"
    Fixed this
    > "But the reality is no one has tried it."
    So far it has happened, and more people are moving away from Gaming to Tabletop or Indies because it's less expensive than a 70$-120$ experience. Which SEGA and Capcom have been trying and gaslighting by saying everyone is paying less and should pay more for their shit quality titles.

  11. 3 weeks ago
    Anonymous

    OP is a chatbot

    • 3 weeks ago
      Anonymous

      no u

  12. 3 weeks ago
    Anonymous

    I have never once seen positive news from this so-called "Embracer Group". This entity exist to just produce controversy and failure.

    • 3 weeks ago
      Anonymous

      iirc their plan was to acquire a shitton of IPs and then sell the group to some Saudis who were on a vidya buying spree at the time but the deal fell trough at the last moment and since then they've been desperate to get some profit from all the acquisitions.

    • 3 weeks ago
      Anonymous

      iirc their plan was to acquire a shitton of IPs and then sell the group to some Saudis who were on a vidya buying spree at the time but the deal fell trough at the last moment and since then they've been desperate to get some profit from all the acquisitions.

      Basically unless you see a studio or IP get sold off from them, expect that anything they own is slated for closure.
      They exist only to make line go up.

      • 3 weeks ago
        Anonymous

        All I know is Champions Online will never die

      • 3 weeks ago
        Anonymous

        4A Games split from Embracer with Saber, but Embracer still keeps the IP.
        So the studio is still fine, but not quite the IP, since Embracer could sell it to anyone.

  13. 3 weeks ago
    Anonymous

    Many publishers (Ubisoft, Square-Enix, EA) lock true endings behind expensive DLCs (30~40 USD).

  14. 3 weeks ago
    Anonymous

    100 hours of content is not the same thing as 100 hours of value

  15. 3 weeks ago
    Anonymous

    Normies and you misfits still buy/pre-order new games even years after they increased the retail price to $70 for new games. You whined about it back then too yet this is now the new normal thanks to your impressive lack of self-control.

    I hope even npcs have their financial limits and that the ever increasing price will accelerate the crash of this industry. Just one more reason for people like me to stop buying new games after this console generation ends and the all-digital future awaits.

  16. 3 weeks ago
    Anonymous

    Great! So as the price of games goes up, the quality of the goods offered will also go up, correct?

    • 3 weeks ago
      Anonymous

      Nope, the other way around.

    • 3 weeks ago
      Anonymous

      yes, you get even higher resolution textures now

  17. 3 weeks ago
    Anonymous

    >Go on a buying spree buying any shit company with a pulse
    >Throw money at said companies and expect them to make something
    >They make shit
    >The game bombs
    >OY VEY CONSUMERS SHOULD FOOT THE BILL FOR THIS! 70 DOLLARS IS TOO CHEAP!
    It's all so tiring

  18. 3 weeks ago
    Anonymous

    i will continue to only buy 3rd world grey market cdkeys to make sure the devs and piblishers get as little profit as possible. unless they release the game on gog

  19. 3 weeks ago
    Anonymous

    >rising development costs
    games do not have to cost hundreds of millions of dollars to make. you're literally choosing to make them that expensive for no reason, you fricking moronic boomer.

  20. 3 weeks ago
    Anonymous

    Almost feel bad about them because they are in a collision course straight into bankruptcy and they are grasping at straws for anything to stay alive. ALMOST. They did this to themselves and everyone is laughing.

    • 3 weeks ago
      Anonymous

      Dunno, didn't they buy bunch of shit for 300 million and then leased out tomb raider license alone for amazon for 600 million?
      Might have been just rumor

      • 3 weeks ago
        Anonymous

        They bought a bunch of shit to prop up their portfolio in preparation for a 2 billion saudi arabian partnership that ended up falling through.
        Afterwards they split the company into 3 different companies to re structure, then they basically took their 900 million debt and gave it to one of those companies.

        Embracer Group AB (”Embracer Group”) has, as part of its decision to transform the group into three separate publicly listed entities, which is further described in a separate press release announced today, entered through Asmodee into a financing agreement with JP Morgan, BNP Paribas, SEB, Societe Generale and Swedbank. The financing amounts to EUR 900 million (approximately SEK 10.5 billion) with a maturity up to 18 months and on similar terms as the previous loan. The financing agreement creates a strong foundation for building an optimal capital structure for the three entities.

  21. 3 weeks ago
    Anonymous

    >says the gaming market is brutally competitive
    >wants to increase the cost of games to counter that
    ...huh?

  22. 3 weeks ago
    Anonymous

    The Insomniac leaks revealed that Sony wants $90 games

    • 3 weeks ago
      Anonymous

      Why stop there? Just go for $99.99.

    • 3 weeks ago
      Anonymous

      can Sony's game be 90$? are snoys willing to pay that much? I'd imagine that they'd wait for the sales to be at 60$ to buy them

  23. 3 weeks ago
    Anonymous

    >videogames make more money than ever, even when adjusted for inflation
    >wages are worse than ever, even adjusted for inflation
    And because of this games should be more expensive, and not cheaper? Cool.
    Anyone defending this bullshit is a total corporate bootlicker.

  24. 3 weeks ago
    Anonymous

    I havn't bought a game for more than $45 in the last six years. I also don't care how much cntent you say a game has or how much you say that content is worth. I bought Terraria for $5, I've gotten 700 (and counting) hours of genuine enjoyment out of it, and Redigit makes more than most of the studios under Embracer Group.

  25. 3 weeks ago
    Anonymous

    Reminder that corporations aren't your friends

  26. 3 weeks ago
    Anonymous

    Yea, i'm sure increasing price will make people want to buy current boring ass AAA games more and not push them away even further. Execs are clueless, lmao.

    • 3 weeks ago
      Anonymous

      Don't you have 10$?

  27. 3 weeks ago
    Anonymous

    He's out of his mind, there are too many great games that cost $35 or less.
    Backlogs are also growing, I do not have time to play all the games in my Steam library.
    Maybe he is talking only about annual console slop like FIFA?

    • 3 weeks ago
      Anonymous

      Backlogs never ever lowered purchase volume.

  28. 3 weeks ago
    Anonymous

    Eh, most vidya enjoyers will just wait a few years until they go on sale for $10 to $15 on Black Friday or they get cracked.

    Making big budget AAA games is a bad investment. Making a decent 'indie' game and paying a few big name 'influencers' to shill it is much more cost-effective.

    • 3 weeks ago
      Anonymous

      >Making a decent 'indie' game and paying a few big name 'influencers' to shill it is much more cost-effective.
      yea if you're 2 guy team or something. the potential earnings from those are peanuts for big companies with hundreds of employees

  29. 3 weeks ago
    Anonymous

    >Global economy in the gutter because of executive and investor greed
    >Be corporate CEO
    >Price of your """AAA""" games has already risen, but your employees' salaries didn't
    >You lay off thousand of employees, entire studios shut down, your salary is still in the millions anyway
    >Clearly, people should pay even more for your games, that would fix everything

  30. 3 weeks ago
    Anonymous

    you gotta have some serious balls to go through the layoff shit and numerous studio closures last year and then say "hey games should be 70+ dollary doos"

    • 3 weeks ago
      Anonymous

      You have to remember that Embracer banked on something like a 2 billion dollar deal with some Saudi Investment firm. They absolutely did not have any emergency plans in place if it were to fall through like it eventually did.
      Its only with something like Dead Island 2 being a commercial success that it only occurred to them "maybe we should put out higher quality games".

  31. 3 weeks ago
    Anonymous

    Embracer Group has never released a single game worth paying $60 for, let alone $70 or $80.

  32. 3 weeks ago
    Anonymous

    These people are sending LRG shills to shill on here btw and got banned on multiple accounts across different boards too. Same goes for their other subsidiaries

  33. 3 weeks ago
    Anonymous

    That's fine, it just means we need to be more selective and critical of games rather than buy shit left and right on impulse. Sure, this could mean that these companies would see less sales since less people will be able to afford their games too, but hey, people need to learn how to be more responsible with their money anyway. lol

  34. 3 weeks ago
    Anonymous

    swedish loss

  35. 3 weeks ago
    Anonymous

    Take Two could sell GTA6 for $90 and it'll be one of the greatest selling video games of all time effortlessly as the entire world celebrates the next coming of Grand Theft Auto. The game series is simply too massive to have any issues no matter how much they charge for it.

    • 3 weeks ago
      Anonymous

      Same for COD.

    • 3 weeks ago
      Anonymous

      GTA will be woke lol
      the fricks pissed everyone competent off, so the competent ones left

  36. 3 weeks ago
    Anonymous

    I still don't spend more than $20 for video games.

  37. 3 weeks ago
    Anonymous

    >game costs too much
    >don't buy it and do something else

  38. 3 weeks ago
    Anonymous

    not my problem because i avoid western slop like AIDS, especially the ones with homosexuals/trannies and left propaganda

  39. 3 weeks ago
    Anonymous

    >brutally competitive market
    >raise prices
    What?

  40. 3 weeks ago
    Anonymous

    >If you create an enormous role-playing game, for example, with 100 or 150 hours of gameplay, very polished, and a unique experience, would the consumer be willing to pay more?
    I can answer this question, the answer is "no" because AAA is not capable of producing quality so it will be some blend of repulsive garbage.

  41. 3 weeks ago
    Anonymous

    I don't give a FRICK what Embracer thinks. I would have bought ten fricking copies of Timesplitters 4 at any price, but those Black folk cancelled the game. Now I can only hope they go bankrupt for getting my hopes up.

    • 3 weeks ago
      Anonymous

      As dumb as it was that was partly blamed on the person running the studio. I think one of the studio heads tried to pitch a Fortnite-style sequel, only to use the money to make a Timesplitters sequel anyways.
      Even though Embracer group created said studio under the understanding that they would make a Timesplitters game to begin with.

  42. 3 weeks ago
    Anonymous

    After they cancelled Deus Ex, I'm going to be paying $0 for all Embracer games.

  43. 3 weeks ago
    Anonymous

    >Business invades videogames
    >Development becomes Hell and the blatant lies cause consumers to no longer trust the industry
    >Continue to raise prices for games that nobody wants
    The irony is that Nintendo is most guilty of this, so there is zero hope for the industry.

  44. 3 weeks ago
    Anonymous

    Death to Embracer. Give me back my L5R.

  45. 3 weeks ago
    Anonymous

    they can make the price whatever they want i'm still not buying it lmao.
    frick off c**ts. pirate or ignore.

  46. 3 weeks ago
    Anonymous

    Go ahead, i fricking dare you, try charging 100$ for your shit games.
    Just don't be surprised when they bomb because the latest 10$ indie becomes a hit instead of their overproduced slop.

  47. 3 weeks ago
    Anonymous

    I would pay $100 just to get good games again, but the industry doean't know how at this point.

  48. 3 weeks ago
    Anonymous

    I haven't bought a video game in the last 13 years. I pirate everything and keep it in 2 5tb hdds. For the cost of games I buy hdds. I own a hacked psp, ps3 and I emulate all the old games on my phone/pc. The video game industry can die.

  49. 3 weeks ago
    Anonymous

    >amid rising development costs
    STOP INCREASING DEVELOPMENT COSTS THEN YOU FRICKING MORONS

  50. 3 weeks ago
    Anonymous

    >"development costs are too high"
    >every other company reports record profits
    >ceos receive salary in millions

    • 3 weeks ago
      Anonymous

      He’s gaslighting everyone. These people are sociopaths

  51. 3 weeks ago
    Anonymous

    Do it, it'll be funny to see people defending it AND the games flopping hard.

  52. 3 weeks ago
    Anonymous

    Embracer games don't sell to begin with why do these morons think they can get away with raising the price?

  53. 3 weeks ago
    Anonymous

    I don't understand how Embracer hasn't cut their losses and just cashed out of games yet. They have no clue what they are doing every single game they release has shit the bed.

  54. 3 weeks ago
    Anonymous

    Not one game that has come out is worth even $70 this console gen. Good luck with charging even more

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