Is £70 too much?

Making games is crazy expensive, crazy expensive. And crazy difficult. It's not corporate greed, it's a complex product in the most competitive entertainment industry ever.
Sure, some companies get greedy, but that's only when they know they can deliver a subpar product at a premium price because the fans will buy it anyway. Honestly, they could probably stay afloat without them, but sometimes fans just incentivize cashgrabs (and I know I'm going to get downvoted for this, but it's the truth).
The issue, I believe, is not with the $70 price tag for a premium game (or any price tag, for that matter; the indie market on Steam is so insanely competitive pricing schemes as a whole in the industry are somewhat in the air; plus other things like subscriptions are really giving players great options for games).
Not even in games like FIFA, where there's also in-game monetization (because you still buy a game where you can have a great experience, solo or multiplayer, without ever touching the in-game-purchases; those only matter in FUT). The price tag in itself doesn't mean anything, the market is competitive enough it's up to you to know your tastes and decide what's worth your buck.
The issue is in the Free-To-Play market (which is how the biggest and most reliable money is made right now) where the devs can implement very persuasive mechanics and UX to incentivize microtransactions. Companies that implement good monetization can make one million dollars per day from in-game-purchases.
Developers that make premium games could only WISH to make this sort of money from their games. Investers look at the companies that make F2P games, look at their very stable cashflows and predictable financing and could try to put pressure on premium developers ("why these guys making so much money compared to you"). Then you could wonder just HOW haven't premium games gotten more expensive to keep up, 'till now, how haven't we gotten worse premium games, how haven't more implemented in-game-purchases.
We really are VERY lucky, and I'm thankful that this is the case. The gaming industry, on the developer side, can be a bit more wholesome than people might imagine.

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