Ubisoft, a renowned video game company, recently surprised fans by significantly lowering the price of its game, Skull and Bones, less than three weeks after it was initially released.
After multiple delays and a significant rework in 2020, Skull and Bones was finally available for purchase at $69.99 / £69.99 on February 16. However, its price was shortly cut by retailers. Noteworthy retailers like Best Buy and UK retailer Hit have considerably reduced their prices for the PS5 and Xbox Series X/S versions of the game to $44.99 and £49.85 respectively.
Questions arose about Ubisoft's pricing strategies, specifically its decision to price 'Skull and Bones' at $70, a decision with the potential to limit the size of its player base, in contrast with its live service approach. When queried, Yves Guillemot, Ubisoft's CEO, defended the price. Guillemot maintained that the scale of 'Skull and Bones' merited a full price. He emphasized the considerable investment of resources, and the expected long-term player engagement, adding, "Skull and Bones is a fully-fledged game. It's a very big game, and we feel that people will really see its vastness," said Guillermot.
Concurrently with 'Skull and Bones' release, Ubisoft provided users with a free eight-hour trial period. Players were allowed to keep their progress in the full game should they choose to buy it.
The initial plan was for 'Skull and Bones' to be Ubisoft’s first $70 game. However, due to protracted delays, that distinction went to last December's release of Avatar: Frontiers of Pandora. Interestingly, this game also saw its price trimmed to $49.99 / £43.85 within a fortnight of its introduction.
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