People have been willing to pay those prices for the last decade at least.
In fact, PC games prices (and games prices in general) haven't really increased in line with inflation, so a £30-35 game today is actually cheaper than a £30-35 game 10 years ago (despite costing more to develop, due to the increasing complexity and time to create them, the increase in overheads such as office space, electricity etc. and the increase in staff wages).
The only difference now, is that by trying to break into a new market (by selling their games at an affordable price in those territories), those games are available to the existing market at a fraction of the previous prices.
Comparing it to 10 year a go doesnt say much though. There are SO many games out these days that the market is almost saturated really. I certainly do not have the time to even begin thinking about playing all the titles i would like to and if any of them are too expensive i just will not bother.
Most of it is all rehashed rubbish that is fun to play for a few hours at most anyway.
The market ( bot the amount of games and the audience) has grown considerably compared with 10 years a go, hence why prices have not gone up and if anything have come down. Look how quickly titles slip under £10 in the sales these days! If anything i can only see new game prices falling further.
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