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Kotick calls for console price cuts

Activision CEO says home consoles have yet to hit the "mass-market price points"

Activision Blizzard CEO Bobby Kotick has commented on the price of home consoles, suggesting that the current economic climate would favour cheaper units.

Speaking to Reuters, Kotick predicted the continued growth of the games industry, which he said would be spurred on by a console price cut, but it's not a move he expects soon.

"The price on platforms today has still not gotten down to mass-market price points," he explained.

"I think when you're in the economic circumstances that the world has found itself in, there really is a difference between a USD 199 game system and a USD 299 game system."

He added that the company would now focus more of its attention on the Nintendo Wii, the home console with the largest install base.

"In the past we approached the Wii as an extension of what we were doing on PlayStation and the Xbox," he said, adding: "I think we can do a better job of creating original content for the Wii, and I think you'll see more of that this year."

The company's share price closed at USD 10.18, down from 1.45 per cent the previous close.

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James Lee

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