Are Video Game Prices Expected to Rise in 2026?

The gaming industry has faced significant economic pressure, resulting in a standard retail price of $70 for AAA titles. With escalating development costs, rising hardware prices, and economic uncertainty, concerns about further price increases in 2026 are growing. To better understand the outlook for the year, industry analysts were asked about their expectations for price changes and the long-term implications of pricing trends set by major platform holders. Dr. Serkan Toto, founder of Kantan Games, believes that prices may continue to rise, citing the new normal of stable hardware prices and increasing development costs. Vic Bassey of Video Game Insights agrees, pointing to factors such as rising development costs, tariff uncertainty, and increasing hardware costs. Rhys Elliott of Alinea Analytics notes that the industry has established a new psychological floor at $70 for premium releases, set by major platform holders like Sony, Microsoft, and Nintendo. Piers Harding-Rolls of Ampere Analysis, however, does not expect base game prices to increase further but highlights the potential for inflation in in-app purchases and in-game monetization. The decision by Nintendo to price its flagship Switch 2 title, Mario Kart World, at $80 has sparked discussion about the industry's pricing strategy. Analysts agree that while the move may have caused consumer backlash, it did not come as a surprise given the market conditions. According to Toto, Nintendo successfully used inflation, tariffs, and economic uncertainty to justify the price change, which did not negatively impact the game's performance. Bassey describes Nintendo's decision as a wise strategic move, capitalizing on the anticipation for the Switch 2, and notes that the price increase did not affect the game's sales. Elliott predicts that major AAA franchises will follow Nintendo's lead, potentially leading to a new aspirational tier for elite games. The upcoming release of Grand Theft Auto 6 has raised questions about whether it could be the first game to retail for $100. While some experts believe this is possible, others think that the standard version will be priced between $70 and $80, with deluxe editions potentially exceeding $100. The long-term implications of pricing trends and the potential for price decreases were also discussed. Toto does not foresee a scenario in which prices decrease, citing examples of price increases for Nintendo's hardware and accessories. Elliott suggests that a significant shift in development economics and consumer behavior, such as a severe global recession, would be needed to drive down AAA prices. Harding-Rolls believes that competition in the premium game market may lead some publishers to experiment with lower price points. Bassey considers a reversal of current trends unlikely, noting that a more stable economic environment and reduced production costs would be necessary for prices to decrease. Ultimately, consumer resistance to escalating costs may be the most significant factor in compelling publishers to reconsider price hikes.