Skull and Bones will be the first game to be set at the new price point.
Ubisoft is following in the footsteps of a number of other major publishers and increasing prices of its biggest AAA games to $70, starting with November's Skull and Bones release.
In August 2020, Take-Two became the first publisher who started selling its last-gen games at $70, starting with NBA 2K21. Other companies including EA, Sony, Activision, and Square Enix later followed this move, with the Final Fantasy publisher raising prices for even some of its PC games.
Until now, Ubisoft has stuck with the $60 price point for standard editions of the current-gen titles, saying during its Q1 2020-21 earnings call that its major titles, like Watch Dogs Legion and Assassin's Creed Valhalla, would be priced at $60 when they launch on PlayStation 5 and Xbox Series X. However, the company noted at the time that it hadn't made any concrete decision on whether it would increase prices in the future.
Now, the company confirmed that its major AAA games will be priced at $70 for new-gen consoles. "Some of the games will come at the same price as the competition. The big AAA games will come at $70," Ubisoft CEO Yves Guillemot said in a statement to Axios.
The upcoming action-adventure title Skull and Bones will be the first game set at the new price point. Although currently, the Ubisoft store lists the title at $59.99, other platforms, including Amazon, have already adopted a new $70 price.