The director of the highly anticipated game Marathon, Joe Ziegler, recently shared insights into the decision-making process behind its pricing model. In a conversation with the Friends Per Second podcast, Ziegler emphasized that the game’s extensive content justifies its price tag, distinguishing it from the free-to-play offerings prevalent in the market.
Content-Driven Pricing Strategy
Ziegler pointed out that the success of games in the shooter genre does not necessarily hinge on whether they are launched as premium or free-to-play titles. He mentioned that Bungie has meticulously prepared a wealth of post-launch content for Marathon, enhancing its value proposition for players. “I think for this particular genre, there’s a variety of different entrants that I’ve come at like either a box price or not,” he explained. “I don’t think it’s really massively influenced either side of it.”
He expressed optimism about the game’s appeal, stating, “We are hoping and aspiring that what we’re showing is going to be exciting enough that somebody’s going to take the leap with us.” Ziegler also reassured potential players that Bungie is committed to delivering ongoing seasonal content that will enrich the game experience without raising the initial purchase price.
“What we’re hoping everyone understands about the game is that we’re really focused on committing to making this a game that’s really awesome, and we feel like that starting point is really strong at the current time,” he noted. He acknowledged the subjective nature of pricing, adding, “Obviously everyone’s got their own definition of what’s the right price of anything, of course, and as we deliver that information, we’re hoping we hit the right price that makes you feel it’s worth your value.”
As the launch date approaches on September 23rd, anticipation builds around Marathon, which is set to feature a “premium” price tag. However, Bungie has clarified that this does not necessarily indicate a full-price product, leaving room for speculation about the final cost at launch.
