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Madden should not be 70$
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Except most of the revenues from the sales of the games don't go to those who actually develop the games. We all know gamedevs aren't paid enough and sometimes do a lot of crunch, specially in big studios. We can't ignore that fact.
Imo I could excuse a maximum of 50€ (or dollars in this particular case), and the ideal would be something between 30 and 40.
Depends on the studio of course, but I bet in the general case they wouldn't be payed more if the price was lowered. It'd be fun to investigate the margins but I don't care enough to do so.
The games I play the most are actually from reputable studios and/or indie devs whom I don't mind supporting. Except football manager, but I don't buy new revisions and have clocked enough hours to feel ok with the price.