Publishing giant Electronic Arts has officially lowered the suggested retail price on a range of its current releases and some yet to be launched Q4 titles in the US. This comes in order to raise sales and competitivity in the industry's busiest period of the year.
Prices for numerous titles have dropped from USD 49.99 to USD 39.99, and some titles are now being sold for USD 29.99, as the
pre-Christmas consumer rush is about to begin.
NBA Live 06, Tiger Woods PGA Tour 06, Marvel Nemesis: Rise of the Imperfects, SSX on Tour and Madden 06 have prices ten dollars lower, which analysts at Banc of America Securities attribute to a combination of market conditions, competition and poor sales for selected titles. FIFA 06 remains a full price USD 49.99 title.
As publishers strive to capitalize on the holiday spending, other titles may see their prices drop, though no confirmation on this has been released. In addition, no confirmation on a reduction in retail prices outside of US territories has been announced so far.
The company has recently announced a new digital distribution system, which is similar to Valve Entertainment's popular Steam service. This should be a profitable alternative revenue stream, particularly in light of the imminent next generation console launches, that hope to capitalize on the growth of online play and digital download services.
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