

there are the likes of South of Midnight and Clair Obscur launching at $50.
Beautiful games, both. But again, they aren’t having the full court press of advertising like a new Call of Duty or Final Fantasy or Diablo would.
That’s the real cost savings. You don’t need to change $80+ for a game if you aren’t focused entirely on presale figures to justify your studio’s budget.
Incidentally, you also get to focus on a better game. Balatro didn’t need wall to wall subway ads in New York to end up on everyone’s phones.
https://mainleaf.com/how-much-does-it-cost-to-market-a-video-game/#elementor-toc__heading-anchor-0
As a rule of thumb, you’re looking at 25-50% of a AAA game’s budget going to advertising. So a $40 game becomes an $80 game in large part because the publisher is putting out $10Ms-$100Ms just to raise name recognition and build hype.