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AAA price tags no longer guarantee success
In the UK, a £70 price tag typically signals a blockbuster video game-high-budget productions with cutting-edge graphics and expansive gameplay. Yet in 2026, that assumption is being tested as players increasingly prioritise value and innovation over sheer scale.
Nintendo sets new pricing benchmark
Nintendo raised eyebrows in 2025 by pricing major Switch titles like Mario Kart World at £74.99 in the UK and $79.99 in the US. Industry analysts now speculate that Grand Theft Auto VI, developed by Rockstar Games, could break the $100 barrier when it launches, setting a new precedent for premium pricing.
Neither Rockstar nor its parent company, Take-Two Interactive, has confirmed the game's price. However, given its multi-year development cycle and repeated delays, many expect it to exceed current benchmarks.
Smaller budgets, bigger impact
Despite the trend toward higher prices, some critically acclaimed games are bucking the trend. Titles like ARC Raiders, Split Fiction, and Clair Obscur: Expedition 33-praised for their AAA-quality experiences-launched at £30-£40. Clair Obscur, in particular, won a record 436 Game of the Year awards, proving that lower prices don't necessarily mean lower quality.
"We've seen larger companies increase prices regularly. We took the opposite approach. We ask, 'What do we think the price should be?'-then we price it lower."
Alexis Garavaryan, CEO, Kepler Interactive
Shifting player priorities
Garavaryan argues that player tastes are evolving. Instead of fixating on high-fidelity graphics or sheer playtime, gamers now value "exceptional" or "novel" experiences. This shift challenges the justification for blockbuster price tags, especially as economic pressures mount.
A 2025 consumer study found that only 4% of US gamers buy new titles more than once a month, while a third purchase none at all. Rising costs-including a doubling of RAM prices since October 2025-are further squeezing budgets.
Kepler's strategy: Respecting players' time and money
Kepler Interactive, a collective of independent studios, deliberately prices its games below the AAA norm. Garavaryan describes the approach as a way to make players feel they're getting "a bargain."
"We want them to feel we respect their money and time. Every game we release should feel like a great deal."
Alexis Garavaryan
He adds that players could experience five or six Kepler titles for the cost of a single traditional AAA game.
AAA games still dominate, but attention is the new currency
Rebekah Valentine, senior reporter at IGN, cautions that Clair Obscur's success doesn't signal the end of AAA dominance. She notes that live-service games like Fortnite and Call of Duty-which receive frequent updates-consistently attract the largest audiences.
"There are hundreds of unique games released every year, but most don't sell well or gain attention. The market is saturated."
Rebekah Valentine, IGN
Christopher Dring, editor-in-chief of The Game Business, agrees that while smaller-budget games occasionally achieve major success, blockbusters like Resident Evil Requiem and GTA VI remain the most anticipated titles of 2026. He frames the challenge as one of attention, not just affordability.
"In an era of endless choice, doing something interesting is key."
Christopher Dring, The Game Business
A return to 'human-crafted' experiences
Garavaryan hints at Kepler's unconventional plans to stand out: the company is developing a physical gaming magazine, a rarity in the digital-first industry. He believes this "human touch" will resonate with players seeking authenticity.
"As people move away from the purely digital, we want to offer something well-crafted and human-made. It may not appeal to everyone, but we know there's an audience for it."
Alexis Garavaryan
