I've written a lot about how I think it's important to not price niche games too cheaply, and I stand by that. However, at the same time, Avadon will be only ten bucks on Steam, the cheapest we've ever made our newest game for PC/Mac. Why?
1. Steam felt it was the best price. I went into this trusting their judgment, because they know a lot more about selling Indie games than I do. When you're an Indie and Steam comes knocking, you don't say no.
2. The whole game industry is shifting. These days, a huge proportion of games online are sold for a low price without demos. People buy games on impulse, sight unseen. That way, if they don't like it they aren't out a lot of money.
In these markets, charging $15 or $20 for games, like I want to, isn't feasible. It's too much money to pay for a game you aren't sure about. If someone buys my game for $10 and hates it, I'm a little unhappy. But $20? I don't want to take kids' allowance money that way.
So I'm charging $10 on Steam and for the iPad. By the standards of that market, it's a hefty price, enough for me to earn my living. It's cheap enough to work as an impluse buy. It isn't the $1 or $2 price that I'm still sure would put me out of business.