Joe Brammer, head of War Dogs, believes that game prices need to rise. He noted that GTA 6 had the opportunity to drive this change but failed to do so. He stated that games are sold too cheaply while development costs are too high.
Brammer's comments respond to recent remarks by Double Fine founder Tim Schafer on the state of the industry. Discussing industry layoffs, Microsoft's restructuring, and Double Fine's recent return to independence, Schafer admitted he "honestly doesn't understand the economics of making games." He hopes the current difficulties are just a cycle that will eventually improve.
Brammer, however, believes the economics of game development are not complicated. He argued that GTA 6 could have raised the pricing standard but didn't, so debates over game prices will continue. He also compared the current price of War Dogs to the cost of a one-way train ticket in the UK, noting they are roughly similar.
In recent years, game prices have moved beyond the common $60 and $70 price points, heading toward $80. Mario Kart World is priced at $80; Xbox also announced it would charge $80 for its new titles, only to retract the plan a few months later.
War Dogs is currently in Early Access on Steam, with its price set to increase gradually during this phase. Brammer stated that players who disagree with this pricing strategy can choose not to purchase the game.