Nintendo Introduces Variable Pricing for Switch 2 Games

...and not everyone is happy about it.

Doug Bowser explains $80 Mario Kart World price as company shifts from uniform costs.

Nintendo has officially stepped into some wild new territory with the announcement of their upcoming Switch 2 console — not just in hardware, but on top of that - in how they are about to start pricing their games. With the reveal that Mario Kart World, THE flagship title for the new system, and how that will launch at the steep $80, fans everywhere have been pissed off, with plenty of frustration and confusion to fill the room. But now, according to Nintendo of America President Doug Bowser, the decision they made here marks the beginning of a much broader pricing philosophy: variable pricing.

Yay? Nope...

In an interview with The Washington Post, Bowser broke down the company’s thinking behind the insane price tags — and what we can all expect going forward.

“What you see right there is variable pricing”

“We’ll look at each game, really look at the development that’s gone into the game, the breadth and depth of the gameplay, if you will, the durability over time and the repeatability of gameplay experiences.”

This approach departs from Nintendo’s long-standing tradition of relatively consistent pricing, where most major first-party titles hovered around $60, while some even started off at $50 USD. As someone who lives in the gaming world daily, this may just be the single dumbest take I've ever heard. Basically Nintendo wants to evaluate a game on a game-by-game process, and say 'oh hey, you're getting more bang for your buck on that title over there? Looks like we need to fix that next go around to make sure it doesn't happen again'. Are they really this out of tough with the customer?

With Mario Kart World pushing boundaries (and that's putting it nicely) at $80 USD — a full $20 above that original Nintendo Switch price point — Nintendo is signaling that prices will now reflect a game’s perceived value, scope, and longevity.

“Those are all factors, and there’s many more that go into consideration of what is the right price point for the game,” Bowser continued. “So I think you can anticipate that there will be variable pricing, and we haven’t set a benchmark.”

That lack of a set standard to me here is a severe cause for concern, as people are already dealing with the massive sticker shock of the new console’s $450 USD announced base model price tag — quite the extreme jump from the original Switch of $300. Making matters even worse, Nintendo's indefinitely delayed preorders for U.S. buyers while it assesses the impact of recent U.S. tariffs... Meaning the price could jump even higher.

For many, the shift to variable pricing raises more questions about transparency and fairness. In a way, it feels like Nintendo is going the wrong direction here. Will this lead to a situation where premium franchises consistently demand more, regardless of innovation? Or will Nintendo genuinely assess games based on unique criteria like replayability, scope, and content density?

It’s a bold strategy for a company known for its family-friendly image and traditionally more affordable pricing structure. While many other publishers have gradually nudged prices upward in recent years, Nintendo’s move toward a full-blown extreme variable pricing model could signal a broader shift across the industry — one where game prices are no longer set in stone, but subject to change depending on a publisher’s internal metrics. Not to mention the giant $20 USD bump up, just to slightly cut it down so it feels like a deal to customers is a slimy move all around.

As the Switch 2’s launch approaches, we are now left with more than just anticipation — they’re watching their wallets, too.

~Smash

Source: The Washington Post – Gene Park