Wardogs lead argues higher GTA 6 price could have set trend that prevents layoffs

After another round of Xbox layoffs, Bulkhead CEO Joe Brammer believes higher-cost games could avoid future upheaval. The executive’s studio is enjoying the early access success of Wardogs, a popular tactical shooter. However, he argues that $39.99 doesn’t reflect its value and points to a near-standard GTA 6 price as a missed opportunity.

More closures despite record revenue

On social media, Brammer responded to a recent BBC News interview with Double Fine’s Tim Schafer. Now an independent company, it avoided closure after Microsoft restructured the business in July. Schafer lamented the industry's instability, even as revenues continue to grow.

To explain why studios are in danger, the Bulkhead boss says, “Games too cheap, cost of development too high.” He then refers to the GTA 6 price, which “had a chance to raise the bar and they didn’t do it, so we’ll keep going round.”

Even as living expenses rise and consoles suffer price increases, games have largely escaped the impact. Brammer notes how a one-way train trip in the UK strains budgets more than Wardogs. He then hints that other executives are afraid to say, “games need to cost more.”

Grand Theft Bargain?

Before GTA 6 pre-orders began, speculation suggested the Standard Edition could demand $100+. Given the immense hype surrounding the project, it may have generated record sales at that MSRP. Still, it arrived at a modest $79.99, accompanied by a $99.99 Ultimate Edition.

According to Brammer, if the Rockstar title were more expensive, the competition would have followed its lead. With a release that performs decently, even a small price difference can massively boost revenue. The extra funds could mitigate the risks of a protracted development cycle. In addition, they may help avert closures and layoffs like those seen with Xbox.

Many social media posters blasted the Wardogs chief’s comments. There is no guarantee that $80-100 games would keep developers on payrolls longer. Studios may increase spiraling budgets again, canceling out the higher profits. The most cynical gamers also worry leadership will use the funds only to pad their own salaries.