The Future of Video Game Pricing: Will Costs Continue to Rise in 2026?

The gaming industry has faced significant economic pressure in recent years, leading to a minimum retail price of $70 for AAA titles. With development costs, hardware prices, and economic uncertainty on the rise, concerns about further price inflation in 2026 are growing. To better understand the outlook for the year ahead, we consulted leading analysts on their expectations for price changes and the long-term implications of pricing decisions made by major platform holders like Nintendo. Dr. Serkan Toto, founder of Kantan Games, believes that price increases are likely to continue, citing the new normal of stable hardware prices and rising development costs. Vic Bassey of Video Game Insights agrees, pointing to increasing AAA development costs, tariff uncertainty, and rising hardware costs as key factors. 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 Sony, Microsoft, and Nintendo. Piers Harding-Rolls of Ampere Analysis expects that while base game sales may not increase further, there is room for AAA titles to shift to $80 if required. However, he highlights the potential for inflation in in-app purchases and in-game monetization, which could have a significant impact on the industry. The decision by Nintendo to list its flagship Switch 2 title, Mario Kart World, for $80 has sparked debate, but analysts agree that it was a strategic move that capitalized on the anticipation for the Switch 2. Bassey describes it as a wise move that did not adversely affect the game's performance, with sales outpacing those of its predecessor, Mario Kart 8. Elliott predicts that the biggest, most expensive AAA franchises will follow Nintendo's lead in the next year, with the $80 price point becoming the new aspirational tier for elite, non-live-service games. The highly anticipated Grand Theft Auto 6, due to release in November 2026, has led to speculation about its potential price, with some experts predicting it could retail for $100. However, Toto and Harding-Rolls expect the standard version to sit between $70 to $80, while deluxe editions and digital bundles could push the price to over $100. Bassey believes that if any game is likely to cross the $100 threshold, it would be GTA 6, but notes that this would require careful consideration of the impact on the game's long-term funnel of buyers. The success of titles like Clair Obscur may prompt some publishers to experiment with pricing, but a significant and sustained drop in AAA prices is unlikely without a major shift in the underlying economics of development and consumer behavior. A severe global recession or a prolonged cost-of-living crisis could lead to market contraction and reduced consumer disposable income, potentially driving down prices. However, for now, the industry is expected to continue to see price increases, with the only potential check on this trend being consumer resistance to escalating costs.