Former EA CEO Riccitiello: $60 Price Point Is “A Giant Eff You”

At last week’s Gaming Insider Summit, newly former EA CEO John Riccitiello had some harsh words for the major publishers’ standard pricing policy: “$60 is a giant eff you to a very large number of people.”

Riccitiello isn’t perfect, as we all know, and in the sentence before that was this: “Another thing that console and PC guys could and should learn is variable pricing,” Today, we can look at the top sellers list on Steam and see The Stanley Parable at no. 1 at $11.99. The PC gaming space is no stranger to variable pricing.

And then, of course, he starts talking about free-to-play mobile hit Clash of Clans having more installs than any console game. While that game is a huge moneymaker, it’s also a one-in-a-thousand example of success in the mobile F2P space.

But the comment on the $60 price point is very interesting coming from a guy who earlier this year was helping perpetuate that price point, and who led a company that was one of the first to charge $60 for new PC games on a regular basis. Makes you wonder.

Despite his comments about the standard pricing of console games, he did say recently he thinks this next generation will be much bigger than the current one.

For the remainder of Riccitiello’s scattered throughs, be sure to read the [a]list’s writeup of his entire talk.

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4 Comments on Former EA CEO Riccitiello: $60 Price Point Is “A Giant Eff You”


On October 22, 2013 at 8:05 pm

Yes, his comment on the $60 pricing is interesting. Two thoughts on this: A.) He has always believe $60 was too high, but could say while working for EA, or B.) He wants people to believe A.


On October 22, 2013 at 8:06 pm

*EDIT to previous: That “could” should be “couldn’t.”


On October 22, 2013 at 9:01 pm

Don’t forget the price tag is variable upwards too. If you want to be competitive in games like Planetside, Hearthstone, Battlefield 4, or League of Legends, then you’re paying $100 easily. If you want to eliminate the painful-to-play inconvenience-baked-in factor of many games like Neverwinter or Marvel Heroes, then you’re paying $100 easily. If you want to play top-quality subscription games, then you’re paying $100+ after several months.

And then there’s DotA 2 and Team Fortress 2….. oh wait………


On October 23, 2013 at 5:57 am

Says the guy who worked for a EA, who asked 80$ for SimCity standard when released/pre-ordered…

Still, one can hope he can finally see the light…

Now about Moore…