If you've ever read all of the information on Ark: Survival Evolved's Steam page, you'll notice that in the FAQs there's a question as to whether the game will be different in price between early access and full release, which receives the answer: "yes, the game will be lower priced through Early Access, relative to its final full-version retail price." The time has now come for that price to change, then, and the game now costs £54.99 on Steam ahead of its full release on August 8, a price increase that console players have already experienced.
A post on the game's Twitter page clarified exactly why the price was being raised, saying: "Ark: Survival Evolved has increased its price on Steam to ensure retail parity for the upcoming launch."
Will you be getting the game now it's launching in full?