Since we launched our Kickstarter and released the game on Early Access, We Happy Few has been priced at US$29.99. We have never put it on sale because we believe it isn't fair for someone to get the game at a lower price than a Kickstarter backer or an Early Access backer while the game is still in development. Since 2015, we have made clear that the price would increase as we approach the final release, and that time has - finally - come. On August 16, the price for the game will become US$50.99.
We will explain everything in more detail on the 16th. As you can imagine, there is more to the story, and we are looking forward to sharing all the juicy details with you. We always do our best to be transparent with you guys, so we felt it was important to provide this pricing information with ample time for you to make a decision. And, just to be clear, if you are a Kickstarter backer or Early Access player, this change does not affect you.
http://compulsiongames.com/en/news/135/weekly-journal-august-update-date-and-price-heads-up
Edit: August 16 is when the final update for early access releases not the final release. If a mod can fix the title I'd appreciate it.