Xbox head and CEO Phil Spencer hinted at the possibility of an eventual price increase for either their Xbox hardware or their Xbox Game Pass service.

“I do think at some point we’ll have to raise the prices on certain things, but going into this holiday, we thought it was important to maintain the prices,” Spencer said during a WSJ Tech event (via The Verge).

It was previously confirmed their competitor Sony has raised the prices of the PlayStation 5 in most regions, outside of the United States. These price increases made the Xbox brand a bit more of a value proposition, at least outside of the US.

However, his statements might raise questions on how long this will last. It also raises concerns if these potential price increases might hit within the US, therefore making Sony the more affordable choice among consoles.

“We’ve held price on our console, we’ve held price on games… and our subscription.” Spencer continued. “I don’t think we’ll be able to do that forever. I do think at some point we’ll have to raise some prices on certain things…”

At the very least, it appears that prices will remain “low” for this upcoming holiday season, most likely to remain competitive against Sony. However, in the future the possibility of price increases ranging from the consoles, games, to even their Game Pass service are on the table.

Video game prices increasing from the traditional $60 to $70 has begun getting adopted throughout the industry. A recent example is Ubisoft, as they will launch the upcoming pirate game Skull & Bones with the full $70 price tag.