Kepler's boss on why it priced Clair Obscur below its 'worth'
BBC World
February 21, 2026
AI-Generated Deep Dive Summary
The gaming industry is experiencing a shift as developers and publishers move away from the traditional AAA blockbuster model, with titles like *Clair Obscur: Expedition 33* being priced at a lower, more accessible £30-£40 instead of the typical £70. This deliberate strategy by companies like Kepler Interactive reflects changing consumer preferences, where players are prioritizing unique and exceptional experiences over high-fidelity graphics and lengthy gameplay. Alexis Garavaryan, CEO of Kepler Interactive, explained that this approach aims to make gaming feel like a "bargain" for consumers, aligning with their evolving tastes and financial constraints.
The decision to price games below the AAA norm is also driven by broader industry trends. A recent study revealed that gamers are spending less on new titles, with only 4% of U.S. players buying games monthly and a third not purchasing any at all. Rising costs, such as the doubling of RAM prices since October 2025, have further strained budgets. This has led some developers to rethink their pricing strategies, with smaller studios like Sandfall Interactive offering innovative, AAA-quality experiences at lower price points while still achieving critical acclaim, as seen with *Clair Obscur*.
However, this shift doesn't signal the end of AAA gaming. While indie-inspired titles are gaining traction, long-term successful franchises like *Fortnite* and *Call of Duty* continue to dominate due to their social appeal and frequent updates. Experts suggest that while smaller-budget games can achieve success, they often struggle to match the popularity of major AAA titles. The future of gaming may lie in balancing accessibility with innovation, as developers explore new pricing models and storytelling approaches to cater to a diverse audience.
Ultimately, this trend matters because it reflects broader economic and cultural shifts within the gaming world. As players demand more value for their money and studios adapt to changing consumer behavior, the industry is likely to see continued experimentation in both game design and pricing strategies. Whether this will lead to a lasting shift away from AAA norms or simply a coexistence of different models remains to be seen, but it highlights the importance of innovation and adaptability in keeping gaming relevant for all players.
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Originally published on BBC World on 2/21/2026