This CEO says game prices are too low – $100 should be the new norm, he claims

Would you pay $100 for a video game? Capcom’s CEO thinks you should—and he has his reasons.
In a world where games like Red Dead Redemption II cost more than blockbuster movies to make, it’s no wonder the industry is rethinking the $70–$80 price tag. But what if $100 became the new standard? For Haruhiro Tsujimoto, the president of Capcom, that’s not just a possibility—it’s a necessity.

Big games, bigger budgets

It’s no secret that modern games are a massive undertaking. Creating a triple-A title today involves hundreds of developers, years of production, and budgets that rival Hollywood films. Take Starfield for example—reported to cost around $200 million. Or Shadow of the Tomb Raider, which clocked in at a cool $125 million. These aren’t outliers. They’re becoming the norm.

As development costs soar, publishers have started adapting. Sony kicked things off by pricing its PlayStation 5 exclusives at €80/$70. Others followed suit. Warner Bros., for instance, priced the standard edition of Mortal Kombat 1 at €75, and let’s not even get started on the growing number of deluxe editions, season passes, and early access bundles. All designed to help recoup the jaw-dropping investments.

But according to Tsujimoto, that still isn’t enough.

A price hike to match reality ?

In a recent interview, Haruhiro Tsujimoto made his position clear: game prices have not kept pace with production realities. “Development costs are about 100 times higher than during the Famicom era,” he explained. “But game prices haven’t risen in proportion.” Factor in inflation and the rising costs of labour, and suddenly, the idea of a $100 launch price doesn’t sound so outrageous—at least from the developer’s perspective.

Tsujimoto also pointed out another often overlooked element: wages. The industry is increasingly expected to offer competitive salaries, which is only fair given the skill and time involved. “Raising unit prices is a healthy option for businesses,” he added. And with companies across the sector adjusting salaries to match inflation, his argument gains even more weight.

What would $100 mean for gamers ?

Of course, not everyone’s cheering. A $100 price tag at launch could feel like a punch in the wallet—especially in an era when subscriptions, microtransactions, and post-launch DLC are already stretching budgets. And it’s not just about affordability. A steep price could push more players toward the second-hand market, where none of that money returns to the game creators.

For studios, this presents a tricky balancing act. Push prices too high, and you risk losing loyal fans. Keep them too low, and you’re stuck in a cycle of cutting corners or relying on aggressive monetisation strategies.

Are we heading there ?

Tsujimoto’s call isn’t a prediction—it’s a warning shot. It signals where industry leaders think we may need to go to keep the lights on and the games flowing. Right now, it’s just a suggestion. But the sentiment is spreading, and as game development grows even more complex, the discussion won’t be going away anytime soon.

So here’s the big question: Would you shell out $100 for a brand-new game on day one? For some, it’s a hard pass. For others, especially die-hard fans, maybe not. One thing’s for sure—the value of games, and what we’re willing to pay for them, is very much up for debate.

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