VP of worldwide publishing Gonzague de Vallois on Pocket Gamer, commenting on EA’s pre-Christmas 59p/99-cent videogame price-point slash:

We weren’t that happy with the Christmas promotion because it was backed by Apple and they highlighted it on their store worldwide

One of their roles is to highlight premium content and to help publishers make money out of the platform. It’s a long-term market, and we have to be careful that we don’t get people used to the 59p price range.

Uh huh. I guess that’s why Gameloft has now slashed the price of 30 of its games to 59p/99 cents.

I’m in two minds about low pricing for games on the App Store. There’s no question that big brands can make more money with permanently low pricing, and it’s clear some games are well-suited to that lowest tier (such as Pac-Man, which makes far more sense at a buck than five). However, EA and Gameloft are both rapidly devaluing their brands on the platform through regular bottom-tier sales. I already know plenty of people who hold off buying anything by either company, because they figure that sooner or later it’ll cost just 59p/99 cents. It’s like the budget-game industry from the 1980s all over again—albeit at a third (or less) of the price.