When Pryce's hopes for ascension were foiled by Bruce Wayne's unexpected decision to resume active leadership of his corporate empire, Pryce took it quite badly. Luckily for him, the Joker put Pryce in contact with his gang of Jokerz, and offered him a deal. He was to hand over the security codes of Wayne Enterprises, so that the Jokerz could break in and steal a system scanner, and in return they would do away with Bruce Wayne.
Even though the Jokerz's efforts to kill Wayne were foiled by Batman, the Joker nearly succeeded in a second attempt. Pryce was ready to celebrate his almost certain ascension to CEO, and arranged himself a private party in his yacht. However, his assignation was cut short by the Jokerz, who informed Pryce that their employer wanted to tie all "loose ends." Once they handcuffed Pryce inside his yacht, the Joker targeted him with his satellite defense system. However, Batman had been tailing Pryce, thinking he was behind the whole Joker ordeal. So, he pulled Pryce from the boat in the knick of time, and then handed him over to GCPD, along with irrefutable proof of his involvement in the ransacking of Wayne Enterprises. Pryce was presumably arrested.
Pryce was conceived as a red herring for the Joker's mysterious re-appearance, since he greatly resembled the Joker in face and build, and both characters were voiced by the same actor.