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Madden should not be 70$
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So that's like a 2.5 - 7% margin on a $70 game.. an extra 7% profit margin at the high end is pretty significant
Yes, if you're selling millions of units. But if you're buying just one, $2-$5 probably isn't going to matter to you. Not many people would buy a game at $68 they wouldn't buy at $70.