The price for the Collingwood star is almost $90,000 more than his starting price last season, when he went on to average over 133 points per game.
The 2013 player pricing is based on a salary cap of $9.139m, compared with pricing in 2012 based on a $8.78m cap.
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Swan and Gold Coast captain Gary Ablett are the only two players priced at over $600,000, with Ablett set to cost coaches $642,500.
Ablett started last season as the fourth-most expensive player, but has risen back to No.2 on the back of a 125-point average in 2012.
Swan's Collingwood teammate Dayne Beams rounds out the top three, his stunning breakout 2012 season reflected in a starting price for 2013 of $599,400.
As well as the sky-high pricetag, Beams has also lost his dual position status for next year, and will be available for selection only as a midfielder.
But, provided he can maintain his 116-point average, he still shapes as one of the fantasy competition's most popular players.
All top 10 most expensive players are midfielders, with Matthew Boyd, Jobe Watson, Trent Cotchin, Scott Pendlebury, Brett Deledio, Brent Stanton and Scott Thompson filling places four to 10.
Like Beams, Deledio was a dual position player last year, but has been designated a midfielder only in 2013.
Pendlebury was the second-most expensive player in the game in 2012, but has dropped to seventh for next year.
AFL Fantasy's most expensive players in 2013
1. Dane Swan (Coll), MID, $688,100
2. Gary Ablett (GC), MID, $642,500
3. Dayne Beams (Coll), MID, $599,400
4. Matthew Boyd (WB), MID, $593,700
5. Jobe Watson (Ess), MID, $579,400
6. Trent Cotchin (Rich), MID, $570,200
7. Scott Pendlebury (Coll), MID, $568,700
8. Brett Deledio (Rich), MID, $568,600
9. Brent Stanton (Ess), MID, $548,900
10. Scott Thompson (Adel), MID, $541,200
