Zero Dawn to Close a Loophole

The most common cause for a price increase is the ever-present specter of “inflation”. But inflation doesn’t turn twenty dollars into forty overnight.

Naturally, when people saw the price spike of Horizon: Zero Dawn, it left them scratching their heads. You might be used to the game’s $19.99 price tag, typical of other “PlayStation Hits”. Check again: the store page doesn’t have that price anymore. It’s $39.99 now.

Following the announcement of Horizon: Zero Dawn’s remastered version, the original game has just doubled in price. According to Eurogamer, it’s actually worse if you’re paying in pounds, going from £15.99 to £34.99.

The timing of this price change is no coincidence. One may expect that the reveal of Horizon: Zero Dawn’s remaster has increased brand awareness, thus demand, and thus price. While the sentiment is there, that’s not the real reason.

Sony announced that those who own the original game can upgrade to the remaster for $9.99. And therein lies the issue. What’s twenty plus ten? Far less than it’d cost to buy the remaster on launch day.

This price increase prevents people from undercutting the remaster’s launch price. If you don’t own the base game, you’ll have to buy the new game at the typical cost, with no loopholes allowed.

It’s no secret that many loved Horizon: Zero Dawn on release, and people still love it to this day. Still, a change like this is going to leave a very sour taste in people’s mouths.

Horizon: Zero Dollars

Price fluctuations are not unheard of in a market like this, especially for older games. An old game getting such a price bump, though, that’s one for the books.

It’s interesting, then, that all these price changes—be they increases or decreases—have the same root cause, and it’s very easily guessable.

Even something like the $9.99 upgrade discount, which feels like a nice, quality-of-life gesture on the surface, is all about making money. It answers the question: “if I own the first game, why would I buy it again?”

People buy fewer old games, so they’re cheaper. New games, and remakes of old games, are often “new to you” enough to share a price tag. But for those who already own the old game, demand for the new one is lower, and so the price falls to meet them.

On the surface, everyone’s getting the deal they’d expect here. But it’s a system that’s left a few people out in the cold. If you wanted to buy the old Horizon: Zero Dawn, but weren’t interested in the remaster, well, you’re out of luck.

Plus, quietly doubling the price of something is rarely a good idea. People are wary of ‘shady’ business practices, and sudden price hikes will inevitably raise every red flag.