Is a Game's Mobile-First Approach a Limiting Factor in Console Pricing?

In recent years, several high-profile titles have successfully launched on both mobile and console platforms, blurring the lines between the two. Genshin Impact, a popular action-adventure game, was released simultaneously on Android, iOS, PlayStation 4, and PC in 2020, with a subsequent release on PlayStation 5. This trend is expected to continue, with major IP holders planning simultaneous releases across multiple platforms. The increasing parity in performance between devices, coupled with significant investments by companies like Netflix in mobile gaming, has contributed to this shift. As a result, the distinction between mobile and console games is becoming increasingly blurred. However, the lingering perception that mobile games are inferior to their console counterparts continues to influence pricing strategies. According to Michiel Buijsman, lead analyst at Newzoo, the primary factor in determining a game's price is the perceived value ceiling, which is significantly lower for mobile games compared to console and PC titles. This ceiling is further influenced by platform holders' policies, which often require pricing parity across different platforms. Research firm Niko Partners has found that the mobile gaming audience is predominantly accustomed to the free-to-play model, making it challenging for developers to launch premium titles outside of this model. The prevalence of free-to-play games on both mobile and console platforms has created a pricing ceiling, with F2P accounting for 73.1% of global player spending. To counter this, developers are exploring alternative pricing strategies, such as offering premium starter editions with in-game bonuses and extras. Tommy Prentice, product lead at Exient Entertainment, notes that the free-to-play model has become the dominant monetization system, making it difficult to convince players to spend money through other means. However, he also highlights the importance of considering the target market and the product being offered when determining pricing. Marcus Sanders, developer of the upcoming strategy RPG Radix Chronicle, emphasizes the need to differentiate between premium and free-to-play titles, as well as the challenges of setting a price point in a market dominated by free-to-play and ad-supported games. The hardware specs of mobile devices can also impact price perception, with screen size being a significant factor. Cristian Cailenau, partner account manager at Raw Fury, explains that the team has traditionally priced mobile games as a fraction of the PC/console version, taking into account user feedback, user base, and average game price. However, with the increasing power of mobile devices, the team is reassessing their pricing strategy to reflect the improving quality parity between mobile and console/PC counterparts. Ultimately, the historic perception of mobile games as inferior to console titles is shifting, but developers and publishers continue to grapple with pricing issues in the mobile gaming space. Despite the challenges, savvy developers are finding ways to maximize price potential for their games across multiple platforms.