Photo of EA Sports logo printed on a sticker (
Hector Alejandro via Flickr)Electronic Arts (EA), the leading game publisher, will no longer raise the price of its games. The company said it aims to deliver quality and value for its player base.
EA’s remarks came amid gaming company Nintendo facing criticism from fans for raising the price of its games with Switch 2, as its flagship launch game, Mario Kart World, will cost 75/80 euros. The firm argued that the pricing was not a new benchmark but an example of variable pricing.
EA decides not to raise the price of its games
EA Maintains Game Prices Amid Industry Hikes, Signals Stable Strategy.
With the company's CFO stating there are "no changes in our current strategy."
Historical data shows game prices have remained relatively stable when adjusted for inflation, supporting EA's approach to… pic.twitter.com/MqG0HbeklC
— Nova Pov (@NovaPovNP) May 7, 2025
EA revealed on May 7 that it won’t be raising the price of its games. The remarks were made in a recent Q&A following the company’s end-of-year financial results. EA execs were asked whether the team was considering the pricing power of its franchises when it came to taking a similar approach to other companies’ rising price strategies. The company wants to deliver incredible quality and exponential value for its player base.
Electronic Arts CEO Andrew Wilson responded to a question during the firm’s latest earnings call on whether it would be following the likes of Nintendo and Xbox in raising the price of its new releases this year. He argued that the gaming business’s pricing power is more difficult today than it was a decade ago. He noted that a few years back, physical releases were a significantly smaller part of the business, with a range of price points from free-to-play to deluxe editions and more.
“At the end of the day, whether we’re doing something that costs a dollar or we’re doing something that costs $10 or we’re doing something that costs $100, our objective is always to deliver incredible quality and exponential value for our playerbase.”
-Andrew Wilson, CEO of Electronic Arts.
The company’s CFO, Stuart Canfield, argued that EA has not changed its current strategy. The firm reported a total of $7.355 billion in its latest financial report for the last financial year. EA’s FY24 totaled $7.43 billion, and its FY23 totaled $7.34 billion, showing that what Wilson spoke of was actually true.
The game publisher also noted that its live services represented 73% of net bookings for the latest financial year. The company’s American Football franchise also surpassed expectations by reaching over a billion in net bookings, which helped EA Sports hit its largest net bookings year ever.
The Sims also reported double-digit growth in its most recent quarter, while Split Fiction has sold nearly 4 million units since its release in March. Wilson believes the company will be resilient and grow over time through the current macroeconomic downturn.
Electronic Arts is planning to release Split Fiction, Madden NFL 26, and the next FC title on Switch 2. The first two are now available to pre-order for 44.99/49.99 euros and 69.99/69.99 euros, respectively.
Electronic Arts anticipated future gains from the new Battlefield game
EA stated they don't feel the need to increase game titles by roughly 10 dollars like Microsoft and Nintendo have announced.
What we need to remember is Battlefield is probably going to be jam packed with microtransactions and still cost $70 at release. pic.twitter.com/slC4WeixeO
— rivaLxfactor – Battlefield 6 waiting room (@rivaLxfactor) May 7, 2025
A day after the video game maker posted better-than-expected results, it said it anticipates future gains from a new Battlefield game. Electronic Arts reported fiscal fourth-quarter earnings per share of $0.98. Its revenue rose nearly 7% year-over-year to $1.90 billion, while net bookings hiked 8% to $1.80 billion.
The company’s results surpassed the average estimate of analysts surveyed by Visible Alpha. Visible Alpha forecasted fiscal 2026 net bookings at $7.83B, while EA sees between $7.60B and $8B.
Wilson revealed that the number of players on its American Football franchises, Madden NFL and College Football, increased by a double-digit percentage. He also noted that hours played in both games rose 68%, while net bookings jumped more than 70% to above $1 billion.
The firm’s CEO acknowledged that EA is still on track for FY26 of the next Battlefield, adding that the company plans a major global reveal before March 2026. The game, which is already being playtested by fans, is co-developed by DICE, Criterion, Motive, and Ripple Effect under a new ‘Battlefield Studios’ umbrella.
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