If you've been on the fence as to whether or not to purchase Studio Wildcard's dinosaur survival game, you've officially missed your window to get in on Early Access pricing. Ark: Survival Evolved is now $59.99 in the Steam store, "to ensure retail parity" for the game's full launch in August, according to Ark's official twitter account.
Ark, in Early Access since 2015, has been priced at $29.99 on Steam, and has featured a number of sales that have dropped it as low as $10 at times. However, as its Steam page warned: "... the game will be lower priced through Early Access, relative to its final full-version retail price." That full-version price arrived for consoles a few weeks ago, and while we haven't quite at reached the August 8 release date, Ark is now full price on PC as well.
If you bought Ark prior to today, naturally, you don't need to sweat the price increase: you'll own the full game when it leaves Early Access.