How 'Mobile-First' Game Development Impacts Console Pricing Strategies

In recent years, several high-profile titles have successfully launched on both mobile and console platforms, challenging the notion that mobile games are inherently inferior to their console counterparts. Games like Genshin Impact have demonstrated that mobile platforms can offer a comparable gaming experience to consoles, thanks to advancements in device performance and investments by companies like Netflix in mobile gaming. As a result, the lines between mobile and console games are becoming increasingly blurred. However, the lingering perception that mobile games are somehow lesser than console games continues to impact price sensitivity, with many gamers expecting mobile titles to be free or low-cost. This expectation is further reinforced by the popularity of free-to-play models on mobile, which can limit the pricing potential for premium mobile titles. According to Michiel Buijsman, lead analyst at Newzoo, the key factor in determining pricing for cross-platform games is the pre-existing value perception of mobile games, which is generally lower than that of console games. Research firm Niko Partners found that the mobile gaming audience is largely accustomed to free-to-play models, and launching a mobile-first title outside of this model can significantly limit its chances of success. The expectation of free-to-play games on both mobile and console means that the overall price positioning for mobile titles is effectively capped, with F2P accounting for 73.1% of global player spending. However, developers are finding ways to work around this cap by offering premium-priced starter editions with in-game bonuses and extras, as seen with the China-exclusive PS5 Genshin Impact Starter Set. As a result, premium mobile titles are often capped at lower price points than their console counterparts. For developers of games designed for both formats, this presents a challenge in determining pricing strategies. Tommy Prentice, product lead at Exient Entertainment, notes that the dominance of free-to-play monetization systems makes it harder to convince players to spend money in other ways, and that the upper cap for pricing is difficult to determine. Marcus Sanders, developer of the upcoming strategy RPG Radix Chronicle, explains that the market is dominated by free-to-play titles with microtransactions, which suppresses the cost of games on mobile. Sanders and his partner decided on a $20 price point for both PC and mobile devices, citing the need to recoup development costs and the desire to offer a complete game without gambling or advertising elements. The hardware specs of mobile devices can also impact price perception, with factors like screen size influencing the perceived value of a game. Cristian Cailenau, partner account manager at Raw Fury, notes that screen size is directly proportional to the price of the game, but that this strategy is being reconsidered as mobile ports reach quality parity with PC and console counterparts. Ultimately, the developers of games for both mobile and console platforms must navigate a complex landscape of pricing considerations, from the omnipresence of free-to-play models to the impact of device specs on price perception.